SERVICE: PRESS OFFICE & EVENTS
SETTORE: FOOD AND BEVERAGE

STRATEGY
To mark the launch of Cactus Restaurant in Milan’s Brera district, an exclusive opening event was curated to generate strong media visibility and position the brand as a new contender in the high-end dining scene. The activation unfolded in two key moments: a press lunch reserved for food and lifestyle journalists, followed by an evening cocktail event attended by a curated guest list of press, influencers, and VIPs from Milan’s cultural and hospitality circles.

A customized press kit was developed for the occasion, featuring the restaurant’s concept, signature menu, company profile, and biographies of the founders and head chef. One-on-one interviews with key media and strategic guests further enriched the experience, offering deeper insight into the brand’s identity.

The launch resulted in strong editorial coverage across national newspapers, local media, lifestyle outlets and food & beverage publications, successfully positioning Cactus as a distinctive design-led culinary destination within Milan’s vibrant restaurant landscape.