Aethos Private Club
As part of the Digital Communication Workshop in collaboration with Aethos Milan, students of the Master in Luxury Brand Management, Visual Brand Design and Business Design were challenged to rethink the brand perception of Aethos Milan.
The Challenge
The key challenge was to shift public sentiment and highlight Aethos as a destination that goes beyond traditional hospitality. The brand needed a narrative that communicates exclusivity, community and a seamless integration of business and lifestyle experiences.
As part of the Digital Communication Workshop in collaboration with Aethos Milan, students of the Master in Luxury Brand Management, Visual Brand Design and Business Design were challenged to rethink the brand perception of Aethos Milan.
The Challenge
The key challenge was to shift public sentiment and highlight Aethos as a destination that goes beyond traditional hospitality. The brand needed a narrative that communicates exclusivity, community and a seamless integration of business and lifestyle experiences.
Project Leader | Mentor
Damon Pittman
Project Authors
Paula Andrea Gamba Corzo
Georgianna Stamatopoulou
Deep Ngangom
Sanaa Vora
The team and project
Paula Andrea Gamba Corzo, Georgianna Stamatopoulou, Deep Ngangom, and Sanaa Vora developed the project presentation titled “From hybrid hospitality to seamless business culture”. Their vision positions Aethos Milan as a members-first private club that merges business culture with immersive design and community-driven experiences.
The strategic approach
The strategy leverages Milan’s creative and entrepreneurial ecosystem to transform Aethos Milan into a lifestyle platform. It focuses on inspiration, connection and personal growth as daily experiences for members. The team redefined the brand narrative, member offerings, and spatial identity through curated rituals, experiential touchpoints and dynamic digital storytelling.
Design and Experience
The proposal integrates heritage craftsmanship, contemporary design, and a global perspective to attract culturally engaged professionals. Every interaction – from physical space to digital touchpoints – is aligned with Aethos’s evolving identity, ensuring a cohesive and meaningful member experience.
Outcome and vision
Aethos is positioned as more than a destination – it becomes a mindset and a movement. By functioning as a living, scalable system, the brand maintains cultural relevance while cultivating a strong global community of members.
