Designing
beyond
logistics.
For this private project with Mercedes-Benz, our focus was on building an experience that felt coherent, refined and deeply aligned with both the identity of the brand and the character of the territory hosting it.
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Alignment
Italy
Memory
Event
A private brand experience, not just an event.
Designing an event today means thinking beyond logistics or aesthetics. What truly matters is how a brand is perceived throughout the entire experience.
For Mercedes-Benz, the ask was clear: create a private experience in Tuscany that felt as refined and intentional as the brand itself — from the first kilometre of road to the last glass of wine.
Every touchpoint had to carry the brand’s values without ever feeling forced or performative.
Coherent. Refined. Deeply territorial.
We see experiential projects as a strategic extension of a brand’s language — an opportunity to translate positioning, values and culture into something people can genuinely experience and remember.
The Tuscany territory was not a backdrop. It was an active ingredient: its roads, light, architecture and food became the medium through which Mercedes-Benz communicated its identity.
Every detail — from the atmosphere to the pacing of the journey — was curated to create connection rather than visibility alone.
What was designed.
Full experiential brief aligned with Mercedes-Benz brand positioning, values, and the unique character of the Tuscan territory.
Route design, pacing, and rhythm of the experience — every moment of the journey considered as a brand expression.
Tuscany as active ingredient: local architecture, roads, light, and gastronomy woven into the brand narrative throughout.
Sensory environment design — light, sound, scent, and spatial composition crafted to reinforce brand identity at every stop.
End-to-end guest journey mapping — arrivals, transitions, dining, and departures designed as a seamless, coherent experience.
Printed materials, table settings, signage, and collateral — every physical element designed to feel effortless and intentional.
Menu curation aligned with territory and brand values — Tuscan gastronomy elevated through the lens of Mercedes-Benz refinement.
Art direction for photography — ensuring every image captured the atmosphere, connection, and brand coherence of the event.
How we work.
Deep dive into Mercedes-Benz brand values, positioning, and the specific objectives of the private event experience.
Tuscany location scouting, local partner identification, and territory narrative development aligned with the brand brief.
Full experiential blueprint — journey mapping, atmospheric briefs, touchpoint design, and guest flow architecture.
On-ground creative direction ensuring every detail landed exactly as designed — from the first road to the last moment.
The most impactful experiences are the ones that feel effortless to guests, while being intentionally designed behind the scenes.
Studio Altuè / Experiential Design Philosophy
Let’s create
something timeless.
Studio Altuè designs brand experiences that people genuinely remember. Experiential, digital, and everything in between.
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