Brand Extension
Brunello Cucinelli
Autumn Griswold
Creative Director & Lead Designer
The Ask
How can BRUNELLO CUCINELLI translate their philosophy of “humanistic capitalism” into a brand new resort experience?
The Result
The project was a success, blending historical Italian craftsmanship with modern hospitality which resulted in mockups and a full analysis of the current hospitality market.
“Extending heritage into new horizons.”
Brand Identity
Humanistic Capitalism
Traditional Italian Craftsmanship
Timeless Elegance
Quiet Luxury
Exclusivity
SWOT Analysis
Our team is excited to pitch an extraordinary fusion of luxury hospitality and a premium lifestyle. The Brunello Cucinelli Luxury Resort offers an invitation-only escape, where guests can enjoy refined accommodations such as fine dining, relaxing experiences, and immersive vineyard tours while surrounded by the natural beauty of Italy.
The Proposal:
the Resort
An unforgettable adventure where guests will enjoy Brunello Cucinelli’s commitment to service while in the Italian countryside.
Exclusive Access: invitation-only stays for the first year of service.
Accommodations: elegantly designed suites with panoramic vineyards views.
Amenities: Bar/lounge, outdoor pool, free wifi, spa and wellness center, restaraunt, room service, tea/coffee machine, free toiletries.
The Proposal:
the Vineyard
An opportunity for guests to experience the idyllic vineyard property owned entirely by Brunello Cucinelli.
Hospitality: enjoy private tours of the property, led by Brunello Cucinelli himself.
Seasonal Celebrations: Invitations to events celebrating the work of employees.
First Sip: Private wine-tasting events allow guests and potential investors a chance to try the brand’s wine.
Solomeo, Italy.
Located in the heart of Solomeo, Italy near Castello di Solomeo, this private spot is the perfect place for the exclusive resort.
Experience vineyard tours, modern luxury with a rustic and medieval charm architecture, and a beautiful, natural landscape.
Solomeo is located within the region of Umbria, known as the “The Green Heart of Italy”. It’s best to visit the region during the Spring or Fall so one can see the beauty of nature. Naturally, it will be best for guests to visit the resort during these months.
Competition
What are the accommodations?
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225sqm, Sleeps up to 3
Bed: Alaskan King
Bathroom: Ensuite with rainfall shower and soaking tub
Amenities: Kitchenette, private panoramic terrace, writing desk, private pool access, jacuzzi, personal concierge, walk-in closet, dressing room
View: Vineyard
Starting Rate: $1,500
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125sqm, Sleeps up to 3
Bed: California King
Bathroom: Ensuite with rainfall shower
Amenities: Private balcony, sitting area, standard minibar
View: Vineyard
Starting Rate: $1,100
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150sqm, Sleeps up to 3
Bed: Olympic Queen
Bathroom: Ensuite with rainfall shower
Amenities: Private balcony, sitting area, standard minibar
View: Vineyard
Starting Rate: $950
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120sqm, Sleeps up to 3
Bed: Twin XL (2)
Bathroom: Ensuite
Amenities: Shared balcony, standard minibar
View: Countryside
Starting Rate: $950
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120sqm, Sleeps up to 3
Bed: Twin XL (2)
Bathroom: Ensuite
Amenities: Shared balcony, standard minibar
View: Courtyard
Starting Rate: $950
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20sqm, Sleeps up to 2
Bed: Twin XL, bunked (2)
Bathroom: Compact ensuite
Amenities: Communal kitchenette access,
View: Courtyard or countryside
Starting Rate: Free for workers on property
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150sqm, Sleeps up to 3g
Bed: Lowered King
Bathroom: Roll-in ensuite with bars, lowered sink and mirror
Amenities: Spacious floor plan, shared balcony, standard minibar
View: Courtyard
Starting Rate: $850
IMPACT
BRUNELLO CUCINELI now has a full, ready-to-use brand extension that can be quickly adapted and rolled out across the brand.
In collaboration with…
Stevie Kleindienst
Andrea Perez Giannone