the case study

Hines was selling Milan’s future while it was still dust, cranes, and scaffolding—Porta Nuova, Bosco Verticale, Piazza Gae Aulenti. The challenge was to turn construction into desire, and desire into trust. We weren’t marketing buildings; we were staging a new way of living.

I helped build a premium storytelling system for luxury real estate: brochures and sales tools that translated specs into lifestyle, plus launch communication and web materials for Bosco Verticale. We also created homeowner welcome kits—keys, domotics guides and curated objects—so move-in day became a brand ritual, not paperwork.