OVERVIEW
Creative direction, brand identity, communication, content and event management during Miano Design Week 2024.
BRIEF AND OBJECTIVES
Ruffino is an established Tuscan winemaker, founded in 1877, presenting the first event of their ORObyRUFFINO project inspired by Riserva Ducale Oro: an iconic Italian wine famed for its ties to the world of design.
6 unique works of art, 2 historic locations, 1 week of events to celebrate the intersection of design, winemaking, and Italian mastery, as told by Ruffino.
FROM CONCEPT
ORObyRUFFINO lies at the very heart of Ruffino.
ORO is excellence, beauty, and exclusivity and is, by association, a key element of the brand’s iconic Riserva Ducale Oro.
TO REALIZATION
One of Milan’s most renowned locations, Piazza Sempione, was tinted in GOLD, the iconic Dazi buildings forming an exclusive backdrop for an exhibition of art and design; for luxury lunches and invite-only dinners, for talks and wine tastings, and for the dynamic, decadent Golden Party.
The Dazio di Levante was home to the works of 6 artists and designers invited to share their vision of the concept “ORO”: Filippo Carandini, Rachel Lee Hovnanian, Chiara Lorenzetti, Ettore Marinelli, Tristano di Robilant, and Officine Saffi.
It was here that selected guests were invited to the exhibition’s vernissage and press conference, before enjoying a private opening dinner crafted by Michelin-star chef Vito Mollica.
At the Dazio di Ponente, the entire experience was enriched through important partnerships which fully aligned with the project; the furnishings were the result of a collaboration with La Manufacture, the textiles were provided by Dedar, and the decorations were sourced from Ginori 1935.
Here, the dishes paired with Ruffino’s wine selection were served at the ORO BAR. Each day, for the duration of the exhibition, guests were able to sample the brand’s array of vintages, enjoying dishes from the à la carte pairing menu and sipping the signature Golden Vision cocktail, crafted by Patrick Pistolesi and presented during the Golden Party invite-only opening night, featuring DJ sets by La Stryxia and Scilla.
The mornings of 16th, 17th and 18th of April, the Dazio di Ponente hosted a variety of ORObyRUFFINO talks named “A Coffee With…”, during which the artists and designers discussed their works with a panel of interviewers made up of professors, curators and other industry experts. In each interview, the panel revisited certain themes pertaining to the world of Ruffino, including tradition, expertise, mastery, creativity, and innovation. These talks were moderated by Simona Galateo, and were followed by Ruffino Icon Wine Tasting sessions, in which visitors were able to sample 5 different wines.
The weeks leading up to and during Milano Design Week, the company’s social media profiles (FB – IG – LI) were also painted in gold, alongside a series of press releases, editorial articles, and OOH marketing. Supported by the ORO tram which cruised the streets of Milan, these key pillars formed the basis of a dedicated communication strategy, bolstered by the ORObyRUFFINO.it landing page.
