SERVICE: PRESS OFFICE
SETTORE: FASHION

MISSION
Strengthen Serravalle Designer Outlet’s positioning as a cultural and experiential destination, amplifying the relevance of its collaboration with contemporary artist Greg Goya. Through The Road Not Taken, the project brings art, participation and reflection into the retail environment, creating a meaningful connection between the destination, its visitors and contemporary culture.

STRATEGY
SZ Studio managed the press office and media relations for the launch of The Road Not Taken, the interactive installation created by Greg Goya for Serravalle Designer Outlet.

The PR strategy focused on building a strong editorial narrative around the project’s cultural and participatory dimension, highlighting the dialogue between art, personal choices, community and the Serravalle experience.

To unveil the installation, SZ Studio also organized an exclusive press trip, inviting selected media to discover the artwork before the official launch and experience the project first-hand. This dedicated moment created a more direct connection between the press, the artist and the destination, strengthening the editorial storytelling around the collaboration.

Through targeted media outreach, dedicated press materials and an immersive press experience, SZ Studio amplified the visibility of the project across fashion, lifestyle and culture publications, reinforcing Serravalle’s evolving identity as a destination that goes beyond retail and creates space for contemporary art and cultural engagement.