Driade is the protagonist of the highly anticipated Milan Design Week '22, scheduled from the 7th to 12th June at the Triennale di Milano. For this edition dedicated to re-starting, the brand has thought big; create an exclusive capsule collection involving 4 internationally renowned talents: Sfera Ebbasta, Marcelo Burlon, Omar Hassan and Pow3r. Goal: amplify Driade's special project through a creative campaign that intercepts new targets and opens a new phase for the brand.
Driade on Stage is born, more than a collab, a creative partnership that sees Luther Dsgn alongside a design celeb as is Studio Novembre. To amplify the launch of the most pop of spring collections, we set ourselves three goals: an iconic visual identity, an omnichannel digital strategy and a memorable event. In this way, we pioneered a new consumer base and repositioned Driade among the most cutting-edge players in the design market.
We chose an ultra-contemporary taste, in line with the most current experiences in graphic design but, above all, that was attractive for both customer and talent. We intervened on the Driade logo, increasing consistency and personality. We worked on a tagline with gestural approach in addition to a cool and elegant holographic and 3D effect. In the keyvisual we included distinctive elements such as bubbles and background grid and wave elements. The result is pure visual strength. A show within the show.
Strategy & Creativity
To channel traffic and increase conversions, we developed a content mix that leveraged the brand’s owned media, talent fan base, display advertising, and strategic partnerships with industry magazines. Storytelling and user experience, with a content unlock mechanism inspired by the NFT world, created the right climax that increased curiosity and expectation, gluing users to the screen and making the Teatro di Triennale Milano an epic sold out.
Btl & Set up
With a highly impactful graphic signature, the Driade on Stage creativity literally dictated the mood of the event, becoming a distinctive element on all touchpoints, online and offline. We customized every corner of the location: neon lighting, totems, LEDs and walkways that created a dynamic and stimulating path guiding the audience directly to the heart of the event: the stage with the showcase of products. Printed materials - leaflets and flyers - enriched the exhibition itinerary with information.
We co-organized the cult event of Milan Design Week: the Talk between the creative director of the brand, Fabio Novembre, and the talent protagonists of the project. From the reveal of the creations to the participation of Stefano Boeri on stage, we filmed the live from the beginning to the end. Then, we took the party through to the gardens of the Triennale: until sunset, the dj set and the catering with Salone del Mobile themed drink list created a true summer party atmosphere. Coca-Cola, our official partner, made sure everything was "sparkling".
UX & Web design
For Driade on Stage we designed an on-site landing page which was mobile friendly and super catchy. To increase conversions and go hand in hand with the phases of the social publishing plan, a mini site with a multilevel dynamic - from pre-event countdown to product drop - ensured the user journey be dynamic and always fresh, bringing leads and traffic to product pre-orders.