Milan Showcase, 2011

A fashion-forward, modern-minimalist showcase held in an exclusive private design space in Milan — one of the first LHW events in the market under the brand's new identity.

• Staged the showcase inside an exclusive private design gallery, styled in a minimalist black-and-ivory palette with crystal-strand drapery and mirrored surfaces.
• Built a fashion-forward creative concept, carrying the theme through décor, lighting, and custom food and beverage touches.
• Collaborated with the marketing and communications team to ensure brand messaging, event graphics, and collateral were aligned across all touchpoints.
• Partnered with the sales team to curate the VIP guest list for the Milan market, working closely with the Italian team and conducting site visits to confirm the venue met every criterion.
• Worked with production and audio-visual partners to deliver adequate branded environments, including a roaming electrical wire installation that added ambient warmth to the space.
• Engaged the local Italian team for on-site staffing and guest greeting, ensuring a polished, culturally attuned welcome experience.
• Partnered with the venue on a custom-curated menu that reflected the fashion-forward theme and Milan's culinary identity.
• Hosted corporate travel trade buyers alongside AMEX and Centurion cardmembers and Leaders Club members.
• Produced custom fashion-illustrated cookies, cupcakes, and desserts as edible extensions of the theme.
• Designed member display tables and a branded gifting wall of LHW bags for departing guests.
• Introduced the refreshed Leading Hotels of the World brand identity across all signage, print, and event graphics.
• Mapped ROI and KPI metrics with the sales team to track lead quality and ensure timely, effective follow-up after the event.
• Created and implemented a full risk-assessment plan for the event.
• Worked with stakeholders to align on event goals, objectives, and strategy from the outset.
• Led the event from concept through completion using in-depth project management.