Brand experience – Musa Agency

MEDITERRANEAN JOURNEY BY CALZEDONIA

Admin Musa — Thu, 11 Jun 2026 07:48:18 +0000

Mediterranean Journey by Calzedonia

Client: Calzedonia
Occasion: launch of the new summer capsule collection
Location: Mallorca, Spain

Concept

An immersive journey where sea, lifestyle, and community come together in a contemporary interpretation of the Calzedonia summer universe.
A full experience designed to embody the brand’s most iconic seasonal codes: the connection with the sea, the rhythm of slow living, and the freedom of beach culture.

The Idea

For the launch of the brand’s new summer capsule, Musa realized Mediterranean Journey by Calzedonia, an experiential format designed to transform Mallorca into a living ecosystem of brand storytelling, connection, and discovery.
An immersive journey across landscapes, rituals, and shared moments, where every activation became an extension of the Calzedonia world.

The Experience

Beach life at NU Mallorca Beach Club & Four Seasons Resort, days by the sea combining leisure, social moments, and branded storytelling in iconic locations.
Sea activities – snorkeling & kayak, outdoor experiences guided by Giulia Calcaterra, designed to bring guests closer to the Mediterranean landscape.
Wellness rituals – yoga & pilates, sessions developed with local partners such as Yoga del Mar and Calma Pilates, celebrating balance and slow living.
Bikini Studio Experience, a creative space dedicated to the customization of Calzedonia swimwear through natural elements and tactile personalization.
Mediterranean discovery, a curated journey through the island’s nature, including horseback riding and exploration moments designed to enhance the sense of escape.
Sunset music moment with Jimmy Sax live performance, a live set at sunset transforming the closing moment of the experience into a powerful emotional and musical highlight.

Results

More than 100 creators involved (Italian and international talent)
3 days of immersive experience
Hundreds of original content pieces generated across platforms
A fully integrated phygital storytelling ecosystem between brand, creators, and community

Takeaway

A contemporary branded experience model where lifestyle, travel, and community converge into a single narrative platform.
Mediterranean Journey by Calzedonia confirms the evolution of experiential marketing: from event to ecosystem, where every moment becomes content and every experience becomes brand storytelling.

L'articolo MEDITERRANEAN JOURNEY BY CALZEDONIA proviene da Musa Agency.

FANTA GAMING HOUSE

Admin Musa — Wed, 22 Apr 2026 08:47:31 +0000

Fanta Gaming House

Client: Fanta
Occasion: celebrating the partnership between Fanta and Xbox
Location: Milan (via Capelli 6, near piazza Gae Aulenti)

Concept

A dynamic and social event designed to bring together gaming enthusiasts and a young audience, blending entertainment, community and brand experience in an open and engaging environment.

The Idea

Fanta and Xbox joined forces to create an immersive experience aimed at connecting with a new generation, increasing brand visibility and encouraging spontaneous participation through both on-site activities and street engagement.

The Experience

On April 11th, Fanta x Xbox hosted an interactive event in the Gae Aulenti area, where attendees could share moments with friends as well as meet new people in a lively and inclusive setting.

The space featured gaming stations on maxi screens, where participants could play titles such as Call of Duty, Forza Horizon and Halo. In addition to digital gaming, guests could enjoy more classic social activities including football, ping pong and air hockey.

The atmosphere was energized by a DJ from the Cvlture community, contributing to a vibrant and contemporary vibe throughout the event.

Fanta product was distributed for free to all attendees, reinforcing the brand presence and enhancing the overall experience.

To further amplify participation, street teams conducted flyer distribution in the surrounding area, inviting passersby to join the free event (18+ only), with complimentary Fanta also offered outdoors.

Results

Increased brand awareness for Fanta and Xbox
Strong engagement with a young and social audience
High participation driven by both planned attendance and spontaneous foot traffic
Successful integration of gaming, music and community experience
Positive association with fun, accessibility and shared moments

L'articolo FANTA GAMING HOUSE proviene da Musa Agency.

FRED PERRY STORES OPENING

Admin Musa — Thu, 26 Mar 2026 17:23:34 +0000

Fred Perry Stores Opening Events

Client: Fred Perry
Occasion: opening of the new stores in Milan and Turin
Location: Milan (corso Venezia 8), Turin (via Roma 86)

Concept

A series of special events celebrating the opening of the new Fred Perry stores in Milan and Turin, designed to connect a younger audience with the brand’s heritage.

The Idea

Fred Perry aims to get closer to its audience, raising awareness about the new stores in both cities while communicating the brand’s identity and distinctive atmosphere.

The Experience

To mark the opening of the new stores in Milan and Turin, Fred Perry hosted exclusive events celebrating the brand and showcasing its latest collections.
Each event was enriched through collaborations with DJs and local communities, involving individuals who authentically represent the brand’s spirit and aesthetic.
Further enhancing the experience, a partnership with beverage sponsor 1664 Blanc contributed to the overall atmosphere of the events.

Results

Increased brand awareness in Milan and Turin
Strong engagement with local communities
High foot traffic during and after the events
Reinforced connection with a younger audience

L'articolo FRED PERRY STORES OPENING proviene da Musa Agency.

MEXICO ES MI CASA

Admin Musa — Tue, 23 Dec 2025 16:28:34 +0000

Messico Es Mi Casa

Client: Altos Tequila
Occasion: Día de los muertos
Location:Guadalajara e Jalisco, Casa Altos (Mexico)

Concept

Mexico Es Mi Casa is an authentic journey into the heart of Mexico – through emotions, stories, faces and traditions – to tell the story of Altos’ roots and celebrate its true soul.

The Idea

Altos Tequila invites its Squad, made up of 10 creators, to spend 5 days at Casa Altos in the vibrant heart of Arandas to discover and experience Altos Tequila’s production and creative process, as well as Mexican culture, through the most authentic local experiences.

The Experience

– Altos Tequila tasting

– Mexican cooking class

– Atv’s rides

– Distillery tour

– Calavera make up

– Tour of Guadalajara

– Tour of Mercado San Juan

– Pool party

– Calaverandia

– Día de los muertos celebration with Altar Altos

Results

TOTAL FOLLOWERS: 3.327.300
TOTAL CONTENT PIECES: 466
AD CONTENT PIECES: 111
ORGANIC CONTENT PIECES: 355
TOTAL IMPRESSIONS: 16.047.127
AD CONTENT IMPRESSIONS: 6.470.180
ORGANIC CONTENT IMPRESSIONS: 2.732.405
@ALTOSTEQUILA TAG CLICKS: 10.039
TOTAL INTERACTIONS (LIKES, COMMENTS, HASHTAG CLICKS): 242.206
PRESS MENTIONS: +5

L'articolo MEXICO ES MI CASA proviene da Musa Agency.

PUNT E MES APPUNTAMENTO YES

Admin Musa — Fri, 26 Sep 2025 13:57:47 +0000

PUNT E MES
Appuntamento YES

Client: Punt e Mes
Occasion: Milan Fashion Week 2025
Location: Moebius (Milan)

Concept

A special event celebrating the legacy of Punt e Mes, designed to connect with the new generation of aperitivo lovers.

The Idea

Drawing from its authentic DNA and centuries-old recipes, Punt e Mes by Fratelli Branca is embracing the future by connecting with young audiences. At Milan Fashion Week 2025, the brand launched a new narrative with a clear goal: becoming the aperitivo of choice for the new generation, bridging timeless heritage with modern creativity.

The Experience

Moebius, one of Milan’s most iconic venues, set the stage for a retrofuture-inspired night. Music came alive through authentic vinyl sounds with Tommiboy, while Santomanifesto reinterpreted the brand’s historic campaigns with a contemporary edge. Fashion met mixology with Fabio Kalosh, who created a new merch jersey that connected Punt e Mes to the coolest trends. Custom polaroids captured the spirit of the evening. A crowd of young people gathered to experience a unique blend of history and modernity, in true Punt e Mes style.

Results

A vibrant showcase during Milan Fashion Week 2025.
Hundreds of young guests engaged with the brand’s heritage and innovation.
Strong connection with the target audience through music, fashion, and design.
Authenticity reinforced through vinyl, polaroids, and heritage-inspired creativity.
Positive feedbacks from guests and communities: “Punt e Mes proves that heritage can speak the language of the future.”

L'articolo PUNT E MES APPUNTAMENTO YES proviene da Musa Agency.

TRENTO LIVE FEST POWERED BY EUROSPIN

Admin Musa — Thu, 17 Jul 2025 10:49:59 +0000

Trento Live Fest Powered by Eurospin

Client: Eurospin
Occasion: Trento Live Fest powered by Eurospin
Location: Trentino Music Arena, Trento

Concept

Smart shopping at the heart of entertainment.
Eurospin and Musa launched a unique activation within the Trento Live Fest powered by Eurospin – title sponsor of the whole event, transforming the concept of convenience into a never-before-seen experience. A real mini market in the festival area to combine quality, accessibility, and closeness to the audience in a setting of music, energy and togetherness.

The Idea

Being close to consumers even during their lightest and most carefree moments. From this vision comes a one-of-a-kind activation created within the Trento Live Festival powered by Eurospin. The initiative offered attendees the opportunity to purchase a curated selection of Eurospin products directly within the festival area, combining the convenience of a retail space with the engaging atmosphere of a music festival.

The Experience

During the six dates of the festival, the fully customized Eurospin mini market built specifically for the occasion was open from 7 pm to 1 am.
Alongside shopping, an engagement activity about the story of Eurospin as well as social sharing moments by the three creators Elena Sofia Picone, Chiara Marita and Matteo Ranieri, aimed at strengthening the bond with a young, mindful community passionate about live music.
On June 29th, the Trento Live Fest powered by Eurospin stage hosted a performance by Frenesya, the emerging band that won the multi-stage contest for up-and-coming artists Best Bräu Street&Stage, created by Musa and Eurospin in collaboration with Openstage.
Best Bräu was the official beer of the Trento Live Fest powered by Eurospin.

Results

20,000 attendees across the 6 festival dates
6,000 visits
2,000 receipts issued
2.1M impressions
Distinctive positioning as an accessible, smart brand that’s close to the people
Enthusiastic comments from festival-goers and social media users: “Never thought I’d find Eurospin… between concerts!”

L'articolo TRENTO LIVE FEST POWERED BY EUROSPIN proviene da Musa Agency.

ALTOS PALOMA MI AMOR

Admin Musa — Thu, 17 Jul 2025 10:01:27 +0000

Altos Paloma Mi Amor

Client: Altos Tequila
Occasion: Cinco de Mayo & Paloma Day
Location: LUBNA (Milan), The Magick Bar (Rome)

Concept

An immersive experience to celebrate the iconic Paloma cocktail by transforming two urban locations into a contemporary Mexican home.
Two multisensory events featuring music, interaction, atmosphere, and premium mixology.

The Idea

To strengthen the brand identity and celebrate the Paloma as an icon of modern lifestyle, Altos Tequila and Musa launched Paloma Mi Amor: two free, public events in Milan and Rome, designed to engage young adults and local communities in an authentic and vibrant narrative of Mexican culture.

The Experience

To celebrate Cinco de Mayo, LUBNA – one of Milan’s trendiest venues – was transformed into a modern Mexican home, capturing the authenticity and warmth of contemporary Mexico. Setting the tone for the night was a curated lineup: the sounds of Ethan & Sweeeng, Philou, and Boss Doms guided guests through Paloma cocktails, exclusive giveaways, and an immersive atmosphere.
After less than a month the format arrived in Rome, within one of the city’s most enchanting courtyards. Here, the experience took place in the open air, with Roman sunsets, live interactions, and signature mixology by Altos Tequila. At the decks: Antonio Piepoli, Space 23, Philou, and once again Boss Doms, closing the event with an energetic set infused with global musical influences.

Results

Two sold-out events with RSVP-only access
Over 9 hours of live music in total
Hundreds of Palomas served
Strong organic turnout and social sharing
Strengthened the brand’s lifestyle perception
Direct connection with the Paloma lovers target (ages 25–35) in two key cities
Enthusiastic feedback from communities, influencers, and media: “A perfect mix of Mexican spirit and urban vibes”

L'articolo ALTOS PALOMA MI AMOR proviene da Musa Agency.

THE ISLAND FUZE TEA 2025

Admin Musa — Thu, 12 Jun 2025 01:37:26 +0000

The Island Fuze Tea 2025

Client: Fuze Tea
Occasion: Summer Festival / Fourth Edition
Location: Pantelleria, Sicily

Concept

An island, over 80 experiences. A boutique festival where music, wellness, and nature merge into a sensory ecosystem designed to embody the brand’s values.

The Idea

For the fourth consecutive year, Fuze Tea signed the most iconic experiential festival in Italy. Conceived and produced by Musa, The Island transformed Pantelleria into a vibrant platform of connection and discovery, where every activation became an authentic extension of the brand.

An immersive journey across rituals, landscapes, and sound.

Fuze Tea Hot Air Balloon – see the world from a new perspective
Fuze Tea Catamaran – a sail through flavors, conversations, and sea
Fuze Tea Beach Club – yoga, kayaking, and SUP in a natural oasis
Secret Concert at the Lighthouse – a group hike ending in a sunset live show by Dardust

Each activation reflected Fuze Tea’s DNA: fusion, calm, connection.

Altos Tequila brought the legendary Galeone Water Stage, with a DJ set by Boss Doms aboard a 26-meter ship, surrounded by local boats, with the Paloma cocktail as the star.
Absolut Vodka lit up the nightlife with an experiential bar and tasting activations.
Sammontana delivered joy on the go with ice creams handed out during the most intense moments.
Radio Deejay amplified the festival nationwide with live broadcasts, special guests, and digital content.

Results

2,000+ attendees over 4 days
35 million total impressions
• 25M from creators
• 2.2M from the official IG
• 3.2M from earned media
• 2M from Radio Deejay
• 3M from paid campaigns
45 creators involved (25 Italian, 10 international, 1 testimonial)
100+ original content pieces published
6 international DJs, including Seth Troxler, Tiga, Dardust, and Boss Doms
Dozens of branded activations, with live content creation and a dedicated creator village

Takeaway

An evolved branded entertainment format where each partner found its voice through live experience, amplified by cross-channel strategy and a fully engaged community.

A new frontier in experiential marketing: real, memorable.

.

L'articolo THE ISLAND FUZE TEA 2025 proviene da Musa Agency.

SC JOHNSON ESCAPE HOUSE

Admin Musa — Tue, 22 Apr 2025 16:43:48 +0000

SC Johnson Escape House

Client: SC Johnson
Occasion: Fuori Salone / Milan Design Week 2025
Location: Via Novi 2, Milan

Concept

Each room a challenge. Each challenge, a SC Johnson icon to solve it.
An immersive escape house in the heart of Milan’s design district, transforming the functionality of SC Johnson products into a creative, sensory, and unforgettable experience.

The Idea

For the first time, SC Johnson introduced a brand-new experiential format in Milan: a themed Escape House open to the public, where each room presented a household challenge solvable only through the effectiveness of a specific SC Johnson product.

The Experience

Six rooms, six multi-sensory challenges.
From the freshness of Glade to the cleaning power of Mr Muscle, from the protection of Autan to the instant action of Raid and Baygon, and the brilliant hygiene of Duck—each product became the key to escaping the room, enhanced by immersive scenography and engaging narrative design.

Results

Over 6,000 visitors in 5 days
Over 300.000 views of branded content “Milano da scrocco” and “Un terrone a Milano”
Hundreds of organic UGC posts shared on social media
Strong visibility among influencers, media, and the design community
Significant boost in brand awareness and engagement
Enthusiastic feedback: “A brilliant and unexpected way to experience the product.”

L'articolo SC JOHNSON ESCAPE HOUSE proviene da Musa Agency.

MALFY MOUNTAIN

Admin Musa — Mon, 31 Mar 2025 16:22:41 +0000

Malfy Mountain

Client: Malfy Gin
Occasion: First Edition – Winter Experience Festival
Location: Champoluc, Italian Alps
Concept: A high-altitude celebration of adventure, authenticity, lifestyle, and music.

⸻

THE IDEA

Malfy Mountain 2025 marked the debut of a bold and unique format: a winter experience festival designed to elevate the spirit of exploration and sociability, all immersed in the breathtaking setting of the Alps. By blending snow activities, sensorial experiences, and music, the event reflected the core values of the Malfy Gin brand: authenticity, elegance, and Italian flair.

⸻

THE EXPERIENCE

Over 1,000 guests gathered in Champoluc for a multi-day journey curated around unforgettable moments. Signature highlights included:
• The Malfy Moment with internationally renowned DJ Benny Benassi
• A dynamic DJ set by Boss Doms under the alpine sky
• Sunrise yoga led by creator and instructor Martina Sergi
• A sensory immersion designed in collaboration with Malfy Gin

The immersive itinerary also featured:
• Ski Safari and snowshoeing through scenic trails
• An intimate Discovery Dinner celebrating local cuisine
• Gin tasting experience at the stunning Hotel Mascognaz
• Stargazing & star reading with expert Luigi Cerciello
• A light-hearted karaoke party with Canta Tu

⸻

IMPACT

The first edition of Malfy Mountain generated outstanding results:
• 15 million total impressions across digital channels
• Over 300 contents created and shared by 20 selected creators
• Full attendance and sold-out activities
• Radio Deejay as official media partner, featuring a dedicated contest and on-air support

L'articolo MALFY MOUNTAIN proviene da Musa Agency.