PLOOM AURA
PLOOM AURA
An immersive brand experience designed to bring the Ploom Aura universe to life. Blending product interaction, light-driven installations, music and live performances, the project turned a public space into a multi-sensory environment where people could explore, connect and experience the brand.
An immersive brand experience designed to bring the Ploom Aura universe to life. Blending product interaction, light-driven installations, music and live performances, the project turned a public space into a multi-sensory environment where people could explore, connect and experience the brand.
Client
Client
PLOOM (JTI) ALL COMMUNICATION
PLOOM (JTI) ALL COMMUNICATION
Year
Year
2025
2025
Category
Category
ART DIRECTION EXPERIENTIAL DESIGN
ART DIRECTION EXPERIENTIAL DESIGN
AURA CONCEPT
AURA CONCEPT
The concept of “Aura” was translated into a physical and interactive experience, using light, movement and space as core elements.
The installation was designed to make the invisible visible, creating a dynamic environment where visitors could perceive and interact with energy, presence and connection.
The concept of “Aura” was translated into a physical and interactive experience, using light, movement and space as core elements.
The installation was designed to make the invisible visible, creating a dynamic environment where visitors could perceive and interact with energy, presence and connection.
AURA CONCEPT
The concept of “Aura” was translated into a physical and interactive experience, using light, movement and space as core elements.
The installation was designed to make the invisible visible, creating a dynamic environment where visitors could perceive and interact with energy, presence and connection.
CREATIVE PROCESS
CREATIVE PROCESS
The project was shaped through an iterative process involving creative direction, PMs and production. Concepts were explored through sketches and 3D visualizations, testing ideas, space and interaction before moving into execution.
A constant exchange between creativity and feasibility guided the development, ensuring a strong visual outcome aligned with real-world production.
The project was shaped through an iterative process involving creative direction, PMs and production. Concepts were explored through sketches and 3D visualizations, testing ideas, space and interaction before moving into execution.
A constant exchange between creativity and feasibility guided the development, ensuring a strong visual outcome aligned with real-world production.
CREATIVE PROCESS
The project was shaped through an iterative process involving creative direction, PMs and production. Concepts were explored through sketches and 3D visualizations, testing ideas, space and interaction before moving into execution.
A constant exchange between creativity and feasibility guided the development, ensuring a strong visual outcome aligned with real-world production.
Arco della Pace - Piazza Sempione - Milano
Arco della Pace - Piazza Sempione - Milano
CULTURAL IMPACT
CULTURAL IMPACT
The launch of Ploom Aura in Milan, characterized by a 55-meter-long immersive LED wall tunnel connecting the two event venues, generated strong on-site engagement and wide organic amplification, attracting a continuous flow of visitors throughout the weekend.
Blending immersive design, live performances and a highly shareable visual identity, the event resonated across the city’s creative and nightlife scene, positioning the brand within a contemporary cultural landscape.
The launch of Ploom Aura in Milan, characterized by a 55-meter-long immersive LED wall tunnel connecting the two event venues, generated strong on-site engagement and wide organic amplification, attracting a continuous flow of visitors throughout the weekend.
Blending immersive design, live performances and a highly shareable visual identity, the event resonated across the city’s creative and nightlife scene, positioning the brand within a contemporary cultural landscape.
CULTURAL IMPACT
The launch of Ploom Aura in Milan, characterized by a 55-meter-long immersive LED wall tunnel connecting the two event venues, generated strong on-site engagement and wide organic amplification, attracting a continuous flow of visitors throughout the weekend.
Blending immersive design, live performances and a highly shareable visual identity, the event resonated across the city’s creative and nightlife scene, positioning the brand within a contemporary cultural landscape.
Thanks to All Communication for the trust and collaboration throughout this project.
Working alongside such high-level professionals, from the Creative Team to every other department involved
has been incredibly stimulating and a meaningful opportunity for both professional and personal growth.
More Works More Works
More Works More Works
©2026 NACHO VALENTINI DESIGN
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©2026 NACHO VALENTINI DESIGN
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