CHALLENGE | 

Virgin Voyages intends to set a new global standard for cruising. To that end, Virgin Group has considered, and re-considered, every aspect of what goes into a ship and the cruise experience, and in the process challenging L’Acqua Agenzia to develop a better music experience for all things associated with the Virgin Voyages brand.

APPROACH | 

Playing to the Virgin brand's iconic roots in music, L’Acqua Agenzia began by taking a step back and created a groundbreaking, proprietary Sonic Brand Identity for Virgin Voyages. A Sonic Identity that is uniquely 'Virgin', and focused on sounds that are timeless, flexible, powerful, energetic, and emotive. This identity was then applied across every distinct space, venue, and experience on and off the ship, as well as every day-part. On the ship alone, over 50 distinctly curated 'zones' were created with two to three different day-parted styles per zone. This musical vision is a cinematic sonic storyline that begins the moment sailors decide to embark on a Virgin Voyage and carries them all the way through until they have returned home. 

Building on top of this Sonic Identity, L’Acqua Agenzia developed the tonality of each of the different areas of the ship, and how that plays out in everything from lighting schemes to styles of dress. 

From this Sonic Identity foundation, L’Acqua Agenzia built the entirety of the brand's entertainment proposition and platform, including DJ-based and live music programming, as well as content initiatives and sailor-focused interactive elements. 

IMPACT | 

L’Acqua Agenzia created a vastly deeper and more impactful music-centric core brand tenet. One that enhances the experience of every sailor (passenger) who engages with the Virgin Voyages brand. 

This Sonic Brand Identity now serves as a foundation that the Virgin Voyages brand could now hang its hat on and build other extensions from. L’Acqua Agenzia used the Virgin Voyages music forward Sonic Identity to develop the entire entertainment platform for the brand, developing a self-sustaining and self-propagating ecosystem that markets the brand in innovative ways off ship and prior to the brand's launch, as well as on an ongoing basis. 

This Sonic Identity and the music forward, brand-specific ecosystem around it is now also the foundation for significant ancillary brand partnerships to aid in and amplify the marketing of the soon-to-be-launched brand. 

CHALLENGE | 

Produce the Santos de Cartier North American Launch by way of a VIP experience in Miami. 

APPROACH | 

With the understanding that the history surrounding Santos Dumont and Cartier’s first-ever wristwatch, the experience needed to have a narrative and be delivered through a unique, immersive, and high-touch experience that was forward-thinking, while also paying homage to its progressive and revolutionary origins.

A multi-sensory event was created that delighted and impressed today's sophisticated luxury-minded consumers, giving the Cartier clientele something rich to appreciate with Context and Experience. Through a complete venue takeover of a private compound in Little River, Miami, every facet of the experience was controlled from lighting, sound, projection mapping, scent curation, immersive pathways, Cartier watch displays, and bespoke multi course-integrated culinary and cocktail experiences, presented by James Beard-nominated Chef Bradley Kilgore.

IMPACT | 

After several iterations of concept and creative, the uniquely integrated production delivered a truly exceptional event, above and beyond the traditional private launch or influencer dinner for a final headcount of 64 guests. The originality and pioneering spirit of the Cartier brand conveyed the time piece’s iconic namesake and left a lasting impression on its distinguished audience with its integration of multiple sensory moments.

CHALLENGE | 

To produce a LE Miami 2019 Closing Party that wraps up another successful year sending guests off in a grand manner, and has them looking forward to LE Miami 2022.

APPROACH |

A five senses approach was tapped into to deliver unique sensorial experiences for all of the LE Miami attendees. Marquee brand partnerships were secured and implemented through high-touch event integration while achieving cost efficiencies. A truly unique experience was created for the LE Miami attendees and stood out as an exceptional closing event for LE Miami.

Services provided included: talent curation + procurement, production design and implementation, vendor management + procurement, costume coordination + procurement, sound/lighting/AV production + installation, and scent curation + procurement.

IMPACT | 

The specific core competencies, along with its expert production team and deep understanding of Miami culture and trends, made LE Miami 2019 a truly great success and momentous occasion. One that was orchestrated especially for the LE Miami participants, and had the signature LE Miami touch of class, showmanship, and creativity. This solidified and positioned LE Miami as the premier trade event for the luxury hotel and hospitality industries.

 CHALLENGE | 

Launch the inaugural Watches & Wonders for A. Lange & Söhne, Richemont, LVMH, and DACRA/Miami Design District. Doing so in a creative and compelling manner to set the experience up to evolve into a sought-after annual destination gathering. 

APPROACH | 

Deliver one-of-a-kind, multi-sensory retail installation as well as VIP dining and immersive experience for Richemont + A. Lange & Söhne’s most coveted watch collectors. 

Through strategic partnerships with LVMH, Miami Design District, and James Beard-nominated Chef Bradley Kilgore, a celebration of the fine art of watchmaking was created and added a Concours d'Elegance to it and it was all on top of Miami Boat Show and Plane Week.

IMPACT | 

The unique approach to the retail installation and the über successful private collector experience set the tone for Watches & Wonders to become the annual gathering that its organizers intended it to become. 

The high-quality experiences created, even at a small level, caught the attention of the necessary people and groups, building the needed momentum and confidence for Watches & Wonders to move into its second year with more attention and support. 

The ROI for Richemont and A. Lange & Söhne also resonated in that the added investment in the collector experience led to a number of high-value timepiece sales. 

 CHALLENGE | 

W Hotels needed to elevate its lifestyle point of view as the premier lifestyle hotel group as it expanded its global footprint by 30 hotels in 4 continents. Michaelangelo L’Acqua was challenged as W Hotels global music director to create a category-busting proprietary sonic and entertainment platform that would define and inspire the W lifestyle globally. 

APPROACH | 

Michaelangelo successfully defined, executed, and scaled upon the many verticals of the W Hotels sonic brand identity. Michaelangelo created four core verticals of engagement whereby all other programs could effectively be built upon and extended. For W Hotels, these were: Music Curation, Live Performances, Content, and Community. The W sonic experience was designed to be an always-on and always inspiring window into the  W lifestyle. A breakdown of his methodology is explained through a six-point development strategy. 

Brand DNA: Each of W’s brand values was translated to resonate an emotional response when associated with sound. By doing this, an unconscious connection was created between the W’s audience & their shared values. 

Culture: W’s sonic culture was crafted to offer access to the trendsetters who inspired W’s core target audience of trend seekers. This sonic cultural movement empowered the guest experience and was spread around the world. 

Community: Through a clearly defined music identity, the communities that fed into this sound could then be easily curated to perform at W Hotel properties, be promoted by the brand, and be elevated globally as noteworthy creators. 

Discovery: Lighting in a bottle was created when guests experienced moments of discovery and awe through music curation and programmed entertainment experiences unique to the W Hotels lifestyle. 

Empowerment: Sonic identity extensions through bespoke Album Compilation Series, W App streaming DJ mixes, and discovery playlists empowered W fans with a lifestyle soundtrack beyond the physical hotel experience. 

Aspiration: The development of an aspirational lifestyle soundtrack not only elevated W’s existing audiences but attracted a new wave of clientele who aspired to make W Hotels the brand in their lives. 

IMPACT | 

As global music director, Michaelangelo L'Acqua supported W Hotels' ascension as the industry's category-busting lifestyle hotel brand. His work with W Hotels has defined music and culture as a core brand tenet for all lifestyle brands that have followed. W Hotels has become the benchmark of success in the lifestyle hotel and cruise industries. To this day, music and entertainment continue to be used as the premiere way the W Hotel brand experience is marketed to audiences worldwide.