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ÂGÉE launching event 7/04/2022

by Veronica Varetta |

If you know me, you know that for important occasions I like to celebrate and I rarely like to do it in a whisper :)
ÂGÉE is a project that was born in my head two years ago and when I decided to launch it, I could not help but think of an event that would fully reflect its essence: vintage but pop, sophisticated but fun, eclectic but refined. WTF?

Yes, exactly, it's not easy to explain but ÂGÉE plays with contrasts and I think that's its real strength. The possibility of buying a unique vintage piece, with its own history already lived, allows the wearer to give it a new life and to be the author of the next chapter...

But let's get to the real essence of this post: the ÂGÉE event.

WHEN: 7/04/2022

WHO: vintage lovers and LIL Community

WHERE: internal courtyard of LIL House

WHY: because there is always a good reason to celebrate

Often when customers arrive at LIL House, they tell us how beautiful the location is and especially how fascinating the inner courtyard of the Art Nouveau building is in which we are settled and I immediately thought that there could be no better place to hold the event.

After all, we are in Milan, the city that appears severe and rigid with its large imposing facades but that hides within itself, courts and corners of unique charm - exactly like ÂGÉE.

In fact, the courtyard was the beating heart of the event. The main colors of the new brand are lilac and lime green, a contrast that immediately struck me and that I wanted to become the chromatic essence of ÂGÉE.

Inside the courtyard, my team and I placed some monolithic structures that were useful to furnish the space but also to allow guests to create small conversation corners; these structures had the brand logo on all sides and were placed, in stark contrast, on irregularly shaped drops. The logo has also been reproduced through various window stickers that we applied to the windows overlooking the courtyard and the presence of ÂGÉE was definitely perceived :)

In collaboration with La Fiorellaia, the entire location was adorned with beautiful flowers, especially lilies also called LILium (coincidence? Absolutely not!) and believe me that the effect was really wow.

The entrance opened with a curtain of lilies that floated lightly in the air and the same flowers were used to decorate tables and photo wall, where the lime green writing of ÂGÉE on a lilac background was the perfect backdrop to capture many photos.

I faced great indecision about what to offer to the guests: classic aperitif, finger food...? Anything about it! Champagne and French fries.

Whenever I think of something I like to create a real story and often the merchandise helps me to materialize ideas, colors and styles.

For ÂGÉE the keywords were: vintage and pop, so I thought of objects that had a retro soul, revisited with modern colors and graphics.

Scarves and matches - this is the branded ÂGÉE merchandising.

The matches, in this case, bear the brand's logo and the scarves were made in our colors - all very ÂGÉE.

In all this you may be wondering: ok, all very nice but what about the jewelry?

I'll explain that right now. We decided to create a dynamic display on the outside keeping a fixed one inside the showroom - outside the jewelry was displayed on trays held by a team of guys who allowed anyone who was enjoying the evening to browse the new collection.

Inside the showroom, we dedicated a section to the launch of the new brand and this allowed everyone to get to know our showroom space as well as ask questions and satisfy curiosity.

I sensed amazement and fascination from many who had the opportunity to see these vintage jewels live and this was a great satisfaction because it is from this sense of wonder that the big sister of LIL Milan, ÂGÉE, was born.

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