Luca Sartorello - Art Direction

Labello Studios, a phygital experience

Labello Studios,

a phygital experience

Labello Studios,

a phygital experience

ROLE

Art Director - DIGITAL STRATEGIST Phygital Experience Lead

format

Phygital Experience + Branded Content

skills

CONCEPT DEVELOPMENT - ART DIRECTION - VISUAL IDENTITY - DIGITAL STRATEGY

awards

3 major awards (2 Silver, 1 Bronze) at the ADC Group Branded Content Awards 2024

agency

ADVERTEAM

client

Labello (Beiersdorf Group)

The challenge

Relaunch the iconic lip balm during Milan Fashion Week SS24 with a multi-channel activation that connects with Gen Z and kick off the brand’s TikTok Italy channel.

Our insight

Labello is not just a product, it’s a daily ritual.

For Gen Z, identity is built around shareable moments, self-expression and sound-driven interaction. The brand needed a space and a narrative to become a cultural connector between physical and digital worlds.

The concept

We brought "Labello Studios" to life: a temporary store & branded content hub designed to embody the brand’s bold, playful and kissable identity.

A fully customized kiosk in Brera (Corso Garibaldi 83, Milan) active from September 19–25, transformed into a pop-style content set and retail experience.
Limited-edition merch: tote bags, t-shirts, neon signs with signature taglines like “Kiss me, I’ll explain (maybe)” and “It’s always time for kisses”.
A digital-native sound activation: “Dimmelo” an original branded song performed by Italian pop artist CLARA, launched as a TikTok Original Sound.
"Labello night": an exclusive PR event with a live performance event during Fashion Week.
Live content creation by influencers and visitors directly from the set.

Luca (👨🏼‍💻) in this project

I played a key role in shaping both the physical and digital dimensions of the project:

Concept & Phygital Strategy

Co-defined the phygital strategy: the flow between store setup, UGC, and branded music.
Aligned physical design, digital tone and product storytelling.

Art Direction & Visual Identity

Led and produced the activation’s visual identity codified into a reusable asset toolkit that became foundational assets for subsequent brand activations.

Directed look & feel and developed limited-edition merch.
Ensured visual consistency across all touchpoints.

Results ⬅️

Thousands of in-store visitors & interactions during Milan Fashion Week.
Viral traction on TikTok: “Dimmelo” became an official Labello sound with choreographed UGC.
Featured on media outlets like Prima Comunicazione, ADC Group and Mediakey.
Stablished Labello as a cultural brand capable of blending retail and digital entertainment.

Results ⬅️

Thousands of in-store visitors & interactions during Milan Fashion Week.
Viral traction on TikTok: “Dimmelo” became an official Labello sound with choreographed UGC.
Featured on media outlets like Prima Comunicazione, ADC Group, and Mediakey.
Stablished Labello as a cultural brand capable of blending retail and digital entertainment.

Takeaway

Labello Studios demonstrated how a legacy brand can reinvent itself by speaking fluently the language of his new potential target.

My role ensured that every visual and narrative element felt native to the platform and culture it was designed for.

Takeaway

Labello Studios demonstrated how a legacy brand can reinvent itself by speaking fluently the language of his new potential target.

My role ensured that every visual and narrative element felt native to the platform and culture it was designed for.

Format rollout & continuity

Thanks to the success of the format Labello Studios evolved into a reusable brand asset.

The company replicated it it at major Italian events including Sanremo 2024 and 2025 where I contributed to the materials and the concept to ensure project continuity. The format was also extended to the Venice Film Festival 2024.

Format rollout & continuity

Thanks to the success of the format Labello Studios evolved into a reusable brand asset.

The company replicated it it at major Italian events including Sanremo 2024 and 2025 where I contributed to the materials and the concept to ensure project continuity.

The format was also extended to the Venice Film Festival 2024.