La Minerva Orient Express x Vogue Italia

For Vogue, on the occasion of Vogue Forces of Fashion, Allumeuse developed a partnership and positioning project with the goal of identifying and activating a location capable of interpreting the contemporary and international tone of the event within the city of Rome.

The starting point was not the selection of a space, but the construction of a context. Not a functional venue, but a place capable of generating desire, of surprising, and of contributing to the overall narrative of the event.

From this vision, the activation of the Gigi Terrace at Hotel Orient Express La Minerva was born. An iconic location reinterpreted in a contemporary key, capable of combining centrality, identity, and visual impact.

Allumeuse worked as strategic director, orchestrating the relationship between brand, space, and audience. The opening cocktail took shape as a curatorial moment: an experience built to welcome a carefully selected group of guests — drawn from fashion, film, and the international scene — and to generate a relational ecosystem that was coherent and of the highest value.

The location thus became an active part of the project. Not merely a backdrop, but a narrative element capable of reinforcing both the identity of the event and the positioning of the hotel within the high-end hospitality landscape.

The result is an activation that successfully combined exclusivity and relevance, strengthening the connection between Vogue and the city of Rome, and establishing Gigi Terrace as a reference destination for events of this calibre.

A project in which connection becomes strategy, and the choice of place becomes storytelling.