Hotel il Mulino

A hospitality-led racing event concept blending motorsport energy with luxury leisure on the riverbanks of Florence.

Monte di Mulino was a conceptual event experience developed for Hotel Il Mulino di Firenze, transforming the hotel property into a multi-zoned regatta and lifestyle destination. The project combined model powerboat racing with hospitality, entertainment, and community-driven programming to create a premium summer event rooted in the Tuscan landscape.

The concept centered around designing a complete guest journey across the hotel grounds — from race viewing terraces and VIP lounges to family-friendly activity zones, food & beverage experiences, and interactive water activations. Inspired by classic Italian regattas and contemporary luxury sporting events, the identity balanced playful energy with elevated hospitality aesthetics.

Our work included the development of the event strategy, brand identity, spatial planning, guest experience design, and visual communication system. We created the full event ecosystem, including:

Brand identity and creative direction
Spatial zoning and area mapping across the hotel property
Ticketing system and tiered guest experiences
VIP hospitality concepts and racer lounges
Event signage, wristbands, and attendee materials
Sponsorship integration and partner visibility
Visual mockups and experiential storytelling assets

The attendee experience was designed around three ticket tiers — Bronze, Silver, and Golden — each tied to different viewing experiences and hospitality access. This system extended into custom-designed bracelets, printed tickets, and access control visuals to create a seamless and immersive event identity.

The final outcome positioned Monte di Mulino as more than a race event: a destination hospitality experience where sport, design, food culture, and leisure came together within the setting of Hotel Il Mulino di Firenze.