Flowers have always been a symbol of expression, identity, and transformation, but also a subject of debate around sexual orientation and gender identity.

On the occasion of Milan Pride, and as a celebration of LGBTQ+ activism, an OOH activation was created for @levis transforming several flower kiosks in Milan’s historic city center into spaces for communication and sharing, accompanied by a workshop held inside the brand’s pop-up store.

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The project was built around an emotional narrative in which flowers become a metaphor for each individual’s uniqueness: different in shape, color, and characteristics, yet equally capable of expressing beauty and value. The involvement of selected talents helped amplify the message, bringing it to the city and the brand’s community.

Together with Collater.al Studio for Levi’s, I worked on developing the creative concept and its visual identity, from defining the key visual and selecting the typography to creating the floral illustrations and customizing the kiosks and all communication materials.