I helped concept and design Rosina’s “Nonna’s House” festival activation, an immersive experiential program that brought Italian hospitality to a major country music festival. Inspired by a traditional Italian family kitchen, the 20x20 footprint invited fans to gather around the dinner table, sample Rosina meatballs and ravioli, and connect with the brand through warm, story-driven interactions led by the “Nonna Squad.”

I also supported sourcing and casting professional actors to bring the Nonna’s House narrative to life, curated interior furniture and decor to authentically reflect an Italian home, and created a complete 3D render of the space to visualize the environment and guide production.

the result:

19,500 festival attendees
12,000 samples distributed
301 surveys completed
487 giveaways distributed

Showcasing Rosina’s ability to create memorable, culturally rich brand experiences, and my role in translating a brand story into a fully realized, immersive environment.