Workshop in collaboration with Park Hyatt
Workshop: Luxury Communication and Events
“Through innovative communication and events Luxury Brands can create awareness, inform, educate, generate positive attitude and desires, be considered and remembered. For this workshop, students were ask to create a series of unique events for the duration of Expo 2015 Milan in order to refresh Park Hyatt Milan image as “The place to be” both for local residents, which are not always aware of the presence of the luxury hotel in the city center, as well as for the international guests staying at Park Hyatt during the Expo. The theme “Milan, a place to be” is the core concept identified for the city of Milan over that period.”
Project Leaders: Grazia Parisi
Project Advisors: Marie-Pierre Schickel
Project: Re-discover Milan
by Ga Young Yang, Ashley Davenport, Valeria Stroukova, Amrita Maria
The goal of this proposal is to bring Park Hyatt outside of its current location and create events around innovative collaborations with Italian brands and realities already involved in sustainable practices, from the world of design, food and fashion.
Project: Book Art
by Napawan Lekawanich, Laura Giraldo, Maria Maximova, Martina Smirovay
The aim of this project was to attract both young affluent local customers and travellers through the creation of a home and cosy atmosphere in Park Hyatt bar. Each event proposed was designed around a famous piece of literature, Italian and non.