Pasticceria Marchesi is the second oldest pastry shop in Milan. The brand was bought by Prada in 2014, who then opened a new point of sale near its own boutique.
The luxury market goes through many changes, from new customer segments to new values and channels, and the goal of the project was to define the trends and create the brand’s response to them. We decided to focus on the customer segment of high earners aged 25-34, who have the focus on experiences provided by brand.
Inspired by trends research, we defined the main changes of the meanings in luxury. It all becomes more of a game, more situational and more inclusive.