About
Practice · Experiences & gatherings
Spaces, events and gatherings people feel and remember
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 the concept, the atmosphere and the sequence of moments, and hold the vision until the experience is real.
Who it's for
For hospitality brands, cultural organisations and event agencies.
What I do
Audience insights
Ethnographic and behavioural research to identify audiences, frame their identities and craft a creative direction that speaks to their core.
Examples of deliverablesMoodboards, personas
Experiential strategy
What the experience aims to achieve, how we want people to feel, and the principles that shape every touchpoint.
Examples of deliverablesExperiential concept, end-to-end journey with embedded experience principles
Creative direction
From concept to opening, I hold the vision: the story, the atmosphere and the sequence of moments.
Examples of deliverablesVisual identity, brand activation strategy
When a project needs architecture, scenography, sound or production, I bring in, or work alongside, the right specialists.
Selected work
Understanding Japanese visitors for the EU Pavilion
Ethnographic research that defined the pavilion's audiences and informed its experience concept.
View the project →
No Signal: three days to recharge, connect and celebrate
A retreat concept, prototyped in May 2026, designed from the culture guests step into to every touchpoint of their stay.
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Food for Thought
An immersive dinner where eight strangers cook, eat and reflect together on a thought-provoking theme.
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Mobilising citizens to improve public spaces in their city
The first Italian edition of 100in1Day: more than 100 citizen-led initiatives across Milan in 24 hours.
View the project →
How I work
From insight to the finished moment
I lead the vision and stay close to the making.
- Understandthe audience
- Definethe experiential strategy
- Imaginethe concept and the moments
- Bring to lifecreative direction and delivery
Ways to work together
- SprintTwo to four weeks from brief to insights and a concept your team can take forward.
- From insight to launchThe whole project, from research to delivery, holding the vision until the service, programme or experience is real.
- Embedded in your teamA senior lead inside your team, agency or pitch, on site or remote from Lisbon.
Contact
Planning a space, an event or a gathering? Let's talk about how it should feel.
Tell me about your audience, and the moment you want them to remember.
Or write to fiamma.deglinnocenti.it@gmail.com
Organisations I've worked with
