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"A customer brand experience strategy for Marni's expansion in Japan — one of the brand's most significant markets, generating roughly a quarter of its global revenue. The strategy repositions Marni from an expressive fashion retailer into an emotionally immersive cultural luxury house, anchored by Marni Circle, a members' community built around heritage storytelling, collectible design, and intimate cultural experiences."
"I led the strategy proposal — defining the cultural ecosystem and community concept — and built the implementation timeline and phasing for the rollout, alongside the competitive and consumer analysis for the Japan market."
"Key initiatives include the Marni Apartment Tokyo, a temporary immersive residence pop-up, and a short film series introducing the brand's new creative director through behind-the-scenes storytelling rather than conventional campaign imagery."
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