Selected work
Selected examples of strategic work across brand positioning, global campaigns, market expansion, and partnership development.
Gucci - Cultural Narrative Architecture & Experiential Strategy
(Gucci Museo)
Context
Gucci sought to create a permanent cultural space in Florence that would embody the brand’s heritage while positioning it within a broader contemporary cultural dialogue.
The objective was not simply to celebrate the past, but to build and create a living narrative environment capable of evolving with the brand.
Challenge
The challenge was to translate a complex and layered brand identity into a physical, experiential space that could:
remain coherent across time
engage diverse audiences
balance heritage with contemporary relevance
This required moving beyond exhibition design into narrative architecture.
Strategic Approach
I managed the development of the Museo’s narrative and experiential framework, ensuring alignment between:
brand heritage
spatial storytelling
visitor journey
This included leading:
the structure of the narrative logic of the space
the alignment of content and experience across rooms and themes
execution to ensure coherence between historical storytelling and contemporary brand expression
Outcome
Through this work the Gucci Museo established itself as a key cultural touchpoint for the brand, reinforcing its position as:
a heritage house with contemporary relevance
a brand capable of operating within both cultural and commercial contexts, with + 10% visitor-to-sale conversion rate (with a high ATV, through its bookstore area)
a destination that translates identity into experience, with + 15% awareness growth
This reinforced Gucci’s positioning as a cultural authority while directly contributing to its retail performance.
Paul Smith — Cultural Repositioning & Partnership Strategy (U.S. Market and Global Activations)
Context
Paul Smith was navigating the need to strengthen cultural relevance in key markets while maintaining the integrity of a highly distinctive brand voice.
Challenge
The challenge was to re-establish cultural presence without resorting to trend-driven or opportunistic collaborations.
This required:
precision in partner selection
alignment with brand identity
consistency across activations
Strategic Approach
I supported the identification and led the structuring of partnerships and cultural activations designed to:
reinforce brand narrative
connect with relevant communities
maintain coherence across markets
This included owning:
the partnership architecture
the activation frameworks
the cross-market strategic alignment
Outcome
The resulting work delivered:
renewed cultural visibility of the Paul Smith’s brand, with + 25% mentions and engagement
increased relevance in key markets, with +20% traffic growth
driving disproportionate visibility and strengthening the brand’s cultural relevance across key partnerships.
Clivia’s accurate sense of how to bring to life a brand is priceless when selecting how to enhance and fine tune a company’s image. She successfully structured and managed Paul Smith’s partnerships with companies as diverse as American Express, Anglepoise, Heathrow Airport and Thames & Hudson because not only does she see problems as opportunities, but as puzzles — which she likes solving with a unique clarity of strategic thinking.
Matteo Atti, Global Chief Marketing Officer - VistaJet, XO and Vista Global