Versace
Branded Cart
BRAND ACTIVATION & PROJECT MANAGEMENT
Services: Brand Activation, Project Management
Date: May 2025
On the occasion of La Vacanza campaign, Versace launched a refined out-of-home campaign that brought the spirit of its summer collection directly into the urban landscape of New York City.
The campaign, starring Sabrina Carpenter, was brought to life through a branded cart outside the flagship store offering espresso and red lip-shaped candies - creating an engaging moment that invited passersby to experience the campaign firsthand.
This physical engagement was further amplified through a citywide takeover of street furniture, where striking visuals transformed everyday urban elements into powerful brand expressions that amplified the campaign’s core themes of luxury, escapism, and summer sophistication.
Together, these elements created a cohesive and immersive presence, turning New York’s streets into a vibrant stage for La Vacanza and allowing the campaign’s message to resonate across the city.
