House of Nine
A five-star boutique hotel and members’ club in Florence, House of Nine blends art, theatre, and hospitality. The relaunch of its restaurant, Daisy’s, aimed to position it as a cultural and culinary destination, reinforce the club’s luxury status, and build a communication strategy uniting exclusivity with creativity. The project focuses on amplifying visibility and shaping perception through storytelling and media presence.
-
To relaunch Daisy’s, I conducted a strategic brand audit evaluating its positioning, competitive landscape, and audience perceptions to uncover opportunities in Florence’s luxury hospitality scene. From these insights, I defined Daisy’s brand positioning and pillars, then built a cohesive strategy that translated Daisy’s exclusivity, artistry, and social vibrancy into tangible brand touch-points. The approach integrated digital presence, PR, and experiential activations designed to drive awareness, engagement, and long-term audience loyalty, while reinforcing House of Nine’s identity as Florence’s premier luxury members club.
-
The analysis showed Daisy’s had strong differentiators such as chic dining, daily live music and a vibrant atmosphere but lacked visibility beyond the First Members Club. The exclusivity of the club was a strength, offering a curated community and premium positioning, but it also required strategies to extend awareness to Florence’s wider cultural and dining audience.
-
Building on the existing framework, Daisy’s was reimagined as an exclusive, culturally rich dining and entertainment destination, transforming the restaurant from a private members’ space into a stage for Florence’s creative community, where gastronomy, art, and performance converge.
Key pillars: culinary excellence, immersive experiences, community within exclusivity.
-
Refreshed online presence with engaging visual content.
Highlighted live music programming to differentiate.
Launched social campaigns, targeted ads, and influencer partnerships to boost awareness.
-
New seasonal programming like poker night at Daisy’s, wellness workshops, art collaborations, and other seasonal offerings.
PR initiatives to showcase new seasonal programing and events.
Storytelling reinforcing Daisy’s rebirth and must-visit status.
This moodboard envisions the relaunch of Daisy’s, bringing its new pillars of culinary excellence, immersive experiences, and community within exclusivity to life. Rich textures, playful social rituals, and theatrical details reflect House of Nine’s holistic world where dining, spa, members club, and cultural rituals come together, showcasing House of Nine as Florence’s most dynamic stage for connection and creativity.
Concept Development
Building on the existing framework, Daisy’s was reimagined as an exclusive yet approachable dining and entertainment destination, transforming it from a private members’ space into a stage for Florence’s creative community, where gastronomy, art, and performance meet. The brand strategy translated House of Nine’s values of exclusivity, artistry, and social vibrancy into clear pillars of culinary excellence, immersive experiences, and community within exclusivity.
House of Nine’s existing brand platform positioned it as a holistic luxury members club blending Florence’s cultural heritage with wellness, art, and exclusivity. Defined by values of quality, cultural appreciation, unconventional thinking, and community, its personality was visionary, artistic, dynamic, and intimate.
Based on House of Nine’s visionary and artistic voice, Daisy’s tone was refined to be more expressive, sensory, and social, inviting guests into an experience where dining, music, and community converge. The strategy targeted existing club members, affluent locals & professionals seeking a chic dining and entertainment experience, international visitors exploring Florence’s high-end culinary scene, and music & lifestyle enthusiasts drawn to intimate live performances.
Experential Activations
The fall/winter launch focused on relaunching Daisy’s as a cultural stage where exclusivity, artistry, and social vibrancy converges, a Florence’s must-visit cultural dining destination.
The spring/summer launch, expanded the narrative to highlight House of Nine’s holistic philosophy with wellness workshops, creative collaborations, and digital innovation.
Together, these activations, supported by seasonal programming, extended visibility beyond the private members club, attracted new audiences, and reinforced the brand’s identity as a hub of culture and connection.
Focused on driving awareness, engagement, conversion, and loyalty to build long-term audience connections through a seamless journey, from influencer collaborations and interactive social content, to targeted Google and TripAdvisor ads, retargeting campaigns, and exclusive offers for repeat guests.
Digital Strategy
TripAdvisor:
Focused on strengthening trust and visibility by optimising Daisy’s profile with SEO-rich descriptions, premium photography, and incentivised reviews.
Sponsored placement ads ensured presence in “Best Bars” and “Live Music” searches, while geo-targeting captured luxury travellers, foodies, and event-goers. Retargeting ads reinforced exclusivity and themed nights, positioning Daisy’s as Florence’s must-experience cultural dining venue.
Keywords: Top-rated Florence bars, live music venues, best dining experiences, VIP lounge.
Tone of voice: Trust-building, informative, persuasive.
Google Ads:
Designed to capture high-intent searches and drive direct bookings while reinforcing brand visibility and Daisy’s relaunch.
The campaign combined search ads targeting high-intent queries (e.g. “best cocktail bar near me”), display ads retargeting past visitors and social media engagers, and location targeting aimed at tourists, locals, and high-income travelers. Core audiences included 25–55 year-old nightlife enthusiasts, fine dining guests, arts and culture lovers, as well as cocktail aficionados, music fans, and cultural experience seekers.
Keywords: Best restaurant Florence, cocktail bar Florence, live jazz bar, fine dining Florence.
Tone of voice: Direct, action-driven, high-intent.
Retargeting: Past guests and website visitors
Meta (Instagram & Facebook):
Focused on building buzz and lifestyle appeal through high-quality visuals, carousel ads showcasing themed nights, and influencer collaborations. Campaigns targeted 25–55 year-old nightlife enthusiasts, fine dining guests, and cultural seekers in Florence, with retargeting designed to engage past guests and site visitors through exclusive invites, reminders, and VIP offers.
Keywords: Live jazz Florence, exclusive nightlife, best cocktails, themed nights, luxury dining.
Tone of voice: Engaging, exclusive, lifestyle-driven.
Content Pillars: Instagram feed
Goal
Establish Daisy’s as a must-visit dining and nightlife spot in Florence with engaging, visually captivating, and interactive content.
FOTO 2
At Daisy’s:
Behind-the-scenes nights, Chef’s seasonal creations, Aperitivo & dinner, Signature cocktails & bands.
Member’s club
Private soirées & gatherings, Members-only experiences, Elegant social rituals, Exclusive event teasers.
Collabs:
Artist-led workshops, Influencer takeovers, Local artisan spotlights, Collaborative giveaways.
Themes
Relaunch hype, launch event highlights, themed nights promotions, signature offerings, behind-the-scenes stories.
Copywriting
Daisy’s is back with a bang! From world-class cocktails to soul-stirring jazz, join us in hour relaunch event “The Velvet Night” on the 11/05 at 8pm! SAVE THE DATE🍸
#Daisy’sFlorence #Houseofnine #Daisy’sNights #TheDaisy’sExperience
Goal
Showcase the fusion of wellness, artistry, gastronomy, and immersive experiences to drive awareness, inspire engagement, and attract new audiences.
Artistry & atmosphere:
Interior details & lighting, Guests in live performances, Artist & musician collabs, Quotes from creators.
Spa/wellness workshops
Themed yoga, pilates or gym sessions, Seasonal spa rituals, Sound healing, Wellness lifestyle shots.
Relaunch events - sample content
FOTO 1
Themes
Press brunch event highlights, spa wellness and rituals offerings, art & design collabs, community & belonging.
Copywriting
Wellness, spa rituals and artful experiences await. Renew, relax, and indulge✨
#Daisy’sFlorence #SpringAtHouseof9 #LuxuryWellness #ArtofLiving #TheDaisy’sExperience
Other Applications
