Referenza Vero Moda: crafting unforgettable VIP experiences in Milan

Vero Moda asked us to put together an event in Milan that would gather 200 VIP clients from all over Europe and let them discover the brand’s latest collections. The brief was very clear: it couldn’t just be another business presentation. It had to become a full-on sensory experience. The tricky part was finding the right balance — a place that could impress 200 hand-picked guests during the day and then, almost without effort, shift into an evening of music, conversation, and celebration. Live performances and DJ sets were part of the plan, but always under one condition: nothing could overshadow the brand’s elegance.

Discovering the right location in Milan

Milan is full of hidden architectural treasures, and for this project we set our eyes on a frescoed palace in the old town. Walking through its rooms felt like moving through different chapters of a story, each one distinct yet connected. What made the difference was realising that the contrast between old walls and contemporary fashion could speak directly to Vero Moda’s identity — tradition constantly reinterpreted. The venue also worked perfectly for what we needed: a professional showcase in the daytime and a stylish reception once night fell.

Another outstanding option in the city is a neoclassical palace that once welcomed figures like Napoleon and Metternich. Recently restored and fitted with modern technologies, it is made for grand occasions — fashion shows in its princely halls or gala dinners in the huge 1,000-square-metre courtyard surrounded by circular gardens. The staff there take care of every detail, from catering to décor and multilingual support, which makes the experience smooth and memorable in a setting of timeless elegance.

Food as part of the experience

Fashion was the star of the day, but we wanted the dinner to speak the same language. Together with trusted culinary partners, we designed a bespoke menu that played with the brand’s style and aesthetics. Each dish was chosen not just to taste good but to surprise, to create those little moments guests would remember. Wine pairings added another layer, turning the evening into more than a meal — a journey of discovery that echoed the visual impact of the collections.

Milan has other gems too. One worth mentioning is a 1930s villa, preserved with care by the FAI and now used both as a museum and as an event space. Its original furniture and artworks make it unforgettable, the kind of place where elegance and culture come together naturally. Hosting a fashion event there means adding an extra dimension, one that speaks of heritage as much as modern style.

Making it all work

The Milan showcase was, in the end, a genuine success. What made it work wasn’t just one factor, but the mix: months of planning, the choice of a venue that fit perfectly, and a close eye on details that many might overlook. The collections came across with clarity, but more than that, the whole experience helped define what Vero Moda stands for. Guests didn’t just attend another fashion event; they left with a memory that lingered. Milan itself played its part too — a city where centuries of history sit right next to bold creativity, making it the ideal stage for fashion to feel truly alive.