A Story of Collaboration, and Digital Storytelling
In the bustling heart of Milan's design scene, at the creative chaos of Milan Design Week, a transformative project took shape under the flag of GROHE X—'The New Wave.' This wasn't just another content series; it was a new venture into hybrid experiences, seamlessly blending the borders of offline events with the dynamic reach of digital platforms. At the center of this initiative was my role as the Manager for Digital Content and Experience at LIXIL EMENA. The journey from concept to execution was a testament to the power of creative vision, strategic planning, and global collaboration.
'The New Wave' was driven by the ambition to extend the vibrant essence of Milan Design Week and the GROHE artistic installation at the Pinacoteca di Brera to a global audience. This required an approach to content creation—one that could capture the spirit of the event and translate it into engaging digital narratives, while inegrating the content creation in the customer journey. My first task was to conceptualize the format of 'The New Wave,' envisioning a series that could tell the story of GROHE SPA's innovation and artistry. Selecting the right production company was crucial. It involved meticulous negotiation to ensure their vision aligned with ours, and their capability to capture the essence of our brand and the event's atmosphere. This step was foundational in bringing 'The New Wave' to life, ensuring that the production quality matched the premium experience we aimed to deliver.
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The challenge was unfold; scheduling and planning with teams across the globe, coordinating the logistics of VIP visits, and ensuring that every moment of the user journey was documented – VIP guided tours, exclusive interviews, and behind-the-scenes. In addition, editors and photographers were stationed on-site, their content was carefully selected and uploaded immediately for distribution and publication, capturing the event's vibrancy and the installation's water-inspired beauty.
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'The New Wave' was more than a content series; it was a bridge connecting the physical and digital realms of design and storytelling. Through strategic planning, global collaboration, and a deep understanding of our audience, we created a hybrid experience that transcended borders and mediums. My role in this project underscored the importance of vision, leadership, and teamwork in transforming digital content into an immersive brand experience. The collaborative effort of the team was recognized with the Red Dot Award: Best of the Best Brands and Communication Design
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For the complete interviews and to fully immerse yourself in the MDW experience, visit GROHE X.com.
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https://www.grohe-x.com/en/inspiration/sub-brands/the-new-wave-video-series
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Synchronizing a Global Effort
The challenge was unfold; scheduling and planning with teams across the globe, coordinating the logistics of VIP visits, and ensuring that every moment of the user journey was documented – VIP guided tours, exclusive interviews, and behind-the-scenes. In addition, editors and photographers were stationed on-site, their content was carefully selected and uploaded immediately for distribution and publication, capturing the event's vibrancy and the installation's water-inspired beauty. Collaboration was key. Working closely with the social media team, we brainstormed the type of content and stories needed to resonate with diverse audiences. This was a concerted effort to ensure that each piece of content, whether for stakeholders, design aficionados, or the general public, was meticulously tailored and aligned with LIXIL's overarching messaging and touchpoints.