For a holiday event at Gucci, the activation centered around handwritten holiday cards, finished with a custom wax seal featuring the brand’s logo, adorned with delicate florals and touches of silver leaf.

Each card was written on-site in a lettering style specified by the client. To match the look while maintaining efficiency, I recommended using a fountain pen. It allowed me to work at a faster pace, which was important given the second half of the process. Sealing each envelope required careful timing: applying the wax at the right temperature with a glue gun, adding floral details and fine flakes of silver leaf before it cooled, then finally stamping the seal.

The result was an experience that felt both luxurious and seamless. Guests enjoyed drinks, a live DJ, and an on-site photographer while shopping, without having to queue for long. Many were so delighted by the cards that they requested extras for family members.