Communicating a major international event with simple tools: the Alcova 2024 case study

01

Prestige does not eliminate practical needs

Alcova is one of Milan Design Week's most recognizable international platforms. In 2024, it attracted over 90,000 visitors to its Villa Bagatti Valsecchi and Villa Borsani venues, with more than 70 exhibitors.

In such a prestigious context, a crucial part of communication remains extremely concrete: where the Villa is located, how to get there, what the opening hours are, what to expect. For Fondazione La Versiera 1718, I organized this information into a streamlined landing page and social media communications, also producing content in English.

Quality doesn't equate to complexity. A simple structure, when born from a precise understanding of needs, can be the most professional solution.

«"Prestige attracts attention. Clarity allows people to transform it into a valuable experience."»

02

Communicate while the event is happening

During Design Week, I oversaw the Villa's social media, producing photographs and videos, posting updates, and interacting with content related to the location. I researched and republished user-generated content to invigorate the page and reflect the diversity of perspectives present.

Real-time communication requires observation and selection skills. Not everything that happens has to become content: it's important to recognize what helps the audience, enhances the venue, and maintains its coherent identity within an event with an already highly defined visual impact.

Working in the same environment as Valentina Ciuffi, Joseph Grima, and the Alcova team has allowed me to closely observe the organization's professional and international level. This proximity also sharpens my perspective: it shows how much work goes into making a complex experience seem natural.

03

Making the possibility of supporting the Villa visible

I've also included a banner dedicated to donations in the digital presence. It may seem secondary to the event's communication, but it conveys a key point: Villa Bagatti Valsecchi is a cultural asset that requires care, resources, and continuity.

Bringing thousands of people into a historic site also means creating an opportunity to explain that heritage can be sustained. Making this possibility visible connects the visitor's immediate experience to the responsibility of preserving the place over time.

«"Visibility gains value when it also opens up a concrete possibility for relationships and support."»

04

The concrete sustainability of the strategy

One aspect that distinguishes my approach, and is often overlooked, is the concrete sustainability of the strategy. A landing page or editorial plan can appear rich on paper but become unusable after a few weeks if they require resources, time, or materials that the organization cannot consistently produce.

The strategy must also consider the actual ability to execute. This is why the Villa's landing page was deliberately simple: it had to meet the needs of Design Week and remain manageable even after the handover.

Designing for reality means considering who will update the tool, with what skills, and within how much time. It's a form of respect for the client and, above all, it's what separates a beautiful project from a truly usable project.