Segno by Empireo

Segno Ristorante & Bar was a collaborative hospitality rebranding project developed for Hotel Lucchesi in Florence, focused on repositioning the restaurant as a more distinctive and culturally connected dining destination for both locals and international visitors. Working together with Madeleine Fazio and Nike Brannstrom, the project explored how brand identity, guest experience, and community-driven programming could strengthen customer loyalty and redefine the perception of hotel dining within the Florentine hospitality landscape.
The proposal centered around transforming the existing restaurant and bar into a unified speakeasy-inspired concept that balanced intimacy, elegance, and contemporary dining culture. Through strategic repositioning, the project introduced a refined identity system, a more cohesive spatial experience, and a series of curated events designed to build long-term engagement and local relevance.
My contribution focused primarily on the activation and launch strategy for the new Segno concept. I worked on developing experiential event concepts, customer engagement strategies, membership initiatives, and launch activations designed to build awareness, attract local audiences, and create long-term loyalty around the brand. This included contributing to the “What’s Your Segno?” dinner series, themed community dining experiences, event storytelling, guest journey moments, and the overall strategic rollout of the rebrand across physical and social touchpoints.