Marni Mercado de Colores — Brand Experience Strategy

This group project explores how Marni can transform its strong artistic identity into a more immersive and emotionally engaging brand experience.

Through market research, store visits in Milan and Madrid, and consumer insights, I identified a shift in luxury consumption: consumers increasingly seek creativity, cultural relevance, and memorable experiences rather than product alone. While Marni’s visual language is highly distinctive, there is an opportunity to translate its codes of colour, craftsmanship, and playfulness into a more participatory retail experience.

Inspired by the emotional impact of the Marni Blooms event in Milan, Marni Mercado de Colores reimagines the Spanish mercado as a cultural and experiential space where fashion, art, and community intersect.

Targeting existing clients, Gen Z, art-oriented consumers, and experience-driven luxury audiences, the concept introduces immersive activations such as Memory Frame, Marni Mercado, and Marni Sobremesa Dinner to strengthen emotional connections, encourage brand discovery, and transform retail from a transactional environment into a memorable cultural experience.

Marni Mercado de Colores transforms Marni from a brand consumers admire into a world they can experience, participate in, and remember. From product to participation — redefining luxury through creativity, community, and connection.