FRIA, a historic Italian brand dedicated to personal care and wellbeing, was preparing to launch its new Body Mist line: six fragrances designed to accompany the summer season.
The goal was to create an event capable of presenting the product in an engaging way, turning the launch into a memorable experience for creators, media, stakeholders and consumers. The concept had to showcase the sensory world of the fragrances and generate spontaneous, shareable content.

In collaboration with Caffeina, we conceived and produced a Pop-Up Event at Edicola Vertice, in the heart of Rome. A temporary space transformed into an immersive experience where every element told the story of the new FRIA Body Mists. The six fragrances became the connecting thread of the entire journey: from custom gelato flavors inspired by the olfactory notes, to floral gifts, to experiential installations and interactive moments designed to engage guests authentically. The event combined storytelling, entertainment and brand experience, creating a summery, fresh and highly shareable atmosphere.

AN EXPERIENTIAL JOURNEY INSPIRED BY THE FRAGRANCES
To showcase the product launch, we designed a multisensory experience that allowed guests to connect with the brand through several activation points.
A dedicated team guided participants through the discovery of the six Body Mists, sharing their characteristics, personality and inspirations.
The goal was to turn product sampling into a moment of discovery, engaging the audience through tangible, memorable experiences.
Visitors could taste artisanal gelato created specifically to evoke the collection’s six fragrances, receive personalized floral gifts, and enjoy entertainment within a fully branded environment.
The integration of product, set design and activations built a coherent, engaging narrative throughout the experiential journey.

CONTENT, ENGAGEMENT AND BRAND EXPERIENCE
To encourage participation and user-generated content, the experiential journey included a custom photobooth that turned every shot into a moment of sharing and brand engagement.
The presence of creators, guests and stakeholders, alongside a DJ set and informal networking moments, helped generate strong participation and high brand exposure throughout the day.
The result was an event that strengthened FRIA’s summer positioning through an authentic, memorable experience, perfectly aligned with the product.

RESULTS
The event turned the launch of the new FRIA Body Mists into a participatory, multisensory experience, engaging creators, guests, stakeholders and press in a journey built around the collection’s six fragrances.
Between product discovery moments, experiential activations and shareable occasions, the audience experienced the brand in an authentic and memorable way.

IMPACT