ETRO
SECRET GARDEN OF NECTAR
Some brand moments you attend.
Others, you step into.
THE CHALLENGE
ETRO wanted to evoke the spirit of Southern Italy to celebrate the rediscovery of ETRO Nectar Eau de Parfum, transforming its olfactive identity into an experience that felt true to the brand's distinctive fashion heritage. The goal was to create a moment that captured the essence of Italian elegance and craftsmanship, giving press, influencers and consumers a deeper sensory connection to the fragrance.
THE APPROACH
We created an immersive, couture-inspired olfactive journey in the heart of Milan, designed to bridge fashion and scent through a unified Italian narrative. Using local insight, we sourced the perfect location and built the installation with trusted partners, crafting a refined environment that echoed ETRO's aesthetic codes.
Timed to coincide with the momentum of the ETRO fashion show, the event brought together Italian and German influencers, local press and consumers, creating a powerful stage for storytelling and high-quality content that would travel far beyond the room itself.
THE IMPACT
Secret Garden of Nectar became a strong amplification moment for ETRO, driving visibility, conversation and cultural resonance around Nectar Eau de Parfum. By anchoring the fragrance in the brand's fashion DNA and inviting guests into a fully immersive Italian world, we turned a product moment into a cultural one that continued to travel through influencer content long after the event closed.
20
influencers attended
89
organic social posts
4.3M
people reached