Creating an exclusive and memorable experience

Hotel Milano Verticale was looking for a way to launch an exclusive spring event, ‘Secret Garden’, which would offer a different format from a simple cocktail party, transforming the physical space into an immersive and sensory experience.

The goal was to create a visual brand storytelling that was consistent across all touchpoints (from the invitation to the photographic backdrop), evoking the theme of flowers and spring and leaving a lasting memory for the 150 selected guests.

A Tailor-Made Floral Visual Identity

Illustrator Charlotte Le Bleu was chosen for her delicate and refined style, perfect for interpreting the sophisticated elegance of the brand and the theme of the secret garden.

The project involved the creation of a complete visual identity based on the central illustration, strategically applied to all the key elements of the event:

• Save the date (digital and paper) and gift cards for guests.
• Welcome totems and wristbands for access management.
• 3×2 metre photographic backdrop to transform the photo booth area into a focal point for social sharing.

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Emotion, consistency and social resonance

The project enabled Hotel Milano Verticale to:

• Elevate the experience design: the illustration infused the entire evening with a consistent, dreamlike atmosphere, transforming a simple event into a “daydream” in the heart of the city.
• Ensure emotional consistency: by applying the illustration to all materials, a fluid and immersive narrative was created, from the invitation to the souvenir to take home (bouquets of flowers and seeds).
• Maximise sharing: the illustrated photographic backdrop became a central element of user-generated content (UGC), amplifying the resonance of the event on social media well beyond the evening itself.