For the launch of Miu Miu’s upcycle collection, I spent four days on-site across two locations—Midtown East and Soho—bringing a personal element to the in-store experience through live calligraphy.

Guests were invited to select from a series of vintage-style postcards featuring surrealist imagery from the campaign, which were then hand calligraphed in person. They were especially valued for the many tourists in the area who wanted a keepsake to send home alongside their newly purchased Miu Miu pieces.

Beyond just calligraphy, I also supported the retail team, assisting with engaging prospects and conversion. For regular clients who couldn’t visit in person, I also wrote and prepared postcards on their behalf.

There were a few highlights across those four days. During a surprise visit from Cardi B, I was able to quickly create a custom card congratulating her on her new album—an example of how having an on-site calligrapher allows a brand to deliver a luxury experience even in unexpected circumstances.

The Soho location broke a sales record on the second day, showing that personalized activations can not only elevate a brand but also actively support retail performance.