Experiential Strategy & Creative Direction · Lisbon
I help brands, founders and agencies turn ideas for spaces, exhibitions, events and gatherings into experiences people genuinely feel, from the first insight to the finished moment.
An immersive dinner where eight strangers cook, eat and reflect together on a thought-provoking theme.
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A Disney-themed hospital buddy that stays with each child through arrival, waiting, scans and going home, now rolling out to hospitals across Europe.
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Ethnographic research that defined the pavilion's audiences and informed its experience concept.
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A retreat concept, prototyped in May 2026, designed from the culture guests step into to every touchpoint of their stay.
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The first Italian edition of 100in1Day: more than 100 citizen-led initiatives across Milan in 24 hours.
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ANA Aeroportos de Portugal · 2019 · Service Design Lead
A redesign of the passenger journey, from research to strategy to concept. Over 80 interviews and observations informed five passenger personas and shaped specific interventions: a screen at security that shows waiting times, airport staff placed at key junctions to support passengers in wayfinding, a new path for car pick-up and drop-off, and more.
European Commission, with ICF Next · 2023
Audience framing, experience drivers and a multi-channel experiential strategy for an event promoting a new EU research and innovation programme. This work was part of the agency's winning tender.
Philosophy
Nobody remembers a smooth check-in. People remember how a place made them feel, who they met, and the moment they were invited to take part. I shape a creative vision and design for those moments. Great experiences don't happen by accident: they are crafted with intention.
Who are we designing for? What are they trying to do? How do we want them to feel?
What is their end-to-end journey? What are the key moments and transitions?
How do they navigate? How do they interact? What is the atmosphere?
What objects, details and sensory elements bring the experience to life and make it memorable?
How I work
I lead the vision and stay close to the making.
Services
Research into who your guests or visitors are, what they need and what would bring them back.
You get personas and insights your whole team can design around.
What your experience should achieve, how people should feel, and the principles that guide every decision.
You get an experiential strategy and a concept your team can build on.
From concept to opening, I hold the vision: the story, the atmosphere and the sequence of moments.
You get one person keeping the experience coherent until it's real.
Audience insight, strategy and creative direction for agencies and studios on experiential projects.
You get a senior partner who slots into your team.
Ways to work together
When a project needs architecture, scenography, sound or production, I bring in, or work alongside, the right specialists.
Contact
Let's talk about how it should feel.
Or write to fiamma.deglinnocenti.it@gmail.com
Organisations I've worked with
