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Crafted to be experienced
Intro: An immersive campaign concept for Trussardi, designed to transform the brand’s Milan showroom into a sensory journey that brings craftsmanship and emotion to life. Inspired by Trussardi’s Milanese heritage, the project blends physical, digital, and social experiences — from emotional short films and behind-the-scenes Instagram reels to an audio-guided exploration of five immersive rooms. The campaign invites visitors to not just see design, but feel it, deepening their connection with the brand through memory, touch, and shared stories.
Brand: Trussardi
Class: Art Direction S2
Research & Insights
People don’t just admire design. They live in it, touch it, and build memories with it.
Trussardi’s Milanese spirit is intimate, timeless, and full of quiet sophistication.
The showroom is more than a display. It’s a sensorial journey guided by sound and emotion.
activation
experience
Concept developed for Trussardi Casa. An immersive showroom experience that transforms furniture into a story told through emotion, memory, and interaction.
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Each room is inspired by a verb: Lived. Touched. Seen. Discovered. Shared. Visitors are guided by sound and space, invited to live design, not just observe it.
A warm living room, gently disordered as if someone just left. Visitors are free to sit, touch, and inhabit the space. it’s a moment in someone’s life, where design is quietly lived, not displayed.
design to
be lived
This room removes the sense of sight. It invites visitors to explore Trussardi through sound, scent, and touch. It’s about the hidden beauty in materials and textures, the details that aren't always seen, but always felt.
design to be
touched
Inside a quiet gallery, Trussardi pieces reveal their hidden stories. With each scan, visitors uncover the soul behind the design, who made it, how it’s lived, and why it endures.
design to
be seen
design to be
discovered
This room focuses on inspiration. Here, visitors will discover something personal about the designers. They’ll also be invited to share a word that inspires them, which will become part of the final room.
design to
be shared
This room is inspired by the aperitivo, a true Milanese ritual. Here, visitors can share a photo, a word, a drawing, anything that represents their own idea of Milanesità. This input will be used in the digital version of the experience, making each visitor part of the story.
BeFOrE THE ACtIVATIoN
instagram campaign activation
Before the physical installation, five short teaser films were released, one for each verb. These poetic, emotional vignettes evoke the feeling of the experience without revealing the space.
digital experience
The experience lives on through an immersive website. Visitors can explore each room virtually, guided by the same poetic narration and interactive storytelling. A special digital room, La Milanesità, evolves in real time using words collected from guests. It becomes a living mosaic — shaped by how people define the Milanese spirit.
This project allowed me to turn storytelling, design, and space into one cohesive experience. It blends art direction with strategy, emotion, and interaction — a true celebration of how we live design.