A Gatsby Soirée was curated for the launch of Piatti's new menu. The strategy was to tie the brand to an elite, socialite audience—expanding customer profiles, building engagement, and embracing CRM-driven customer loyalty. My approach to Piatti's events is to connect the brand with influential socialites who are drawn to exclusive, invitation-only occasions held away from the public eye. The invitations were bespoke, custom-designed and hand-delivered to each guest: everyone wants to feel special and exclusive, and it was precisely that feeling we set out to embrace by curating a guest list of individuals genuinely likely to value such events. To create a diverse and creative atmosphere, I proposed a mix of male and female collaborations.
From a filming perspective, we produced two films. The main film centred on two core elements—the menu and presentation, and the ambience—capturing an exquisite evening full of laughter and warm engagement. The second was a cinematic piece that interwove the calm of the dining experience with the intensity of kitchen operations: expediting a full house where no mistakes are permitted. I wanted the audience to see that behind every great dining experience lies a great deal of effort—the unseen work that makes the evening possible—honouring the unique, tailored human bond and connection at the heart of it.
Ultimately, the food experience—whether fine dining or casual—is about bringing people together and building memories.
Ayo Atelier launch event. Together with Ms. Fran, we agreed to bridge a refined brand experience with something more social—introducing the audience to a cocktail-party format rich in storytelling, product discovery, exclusive discounts for attendees, and a networking atmosphere designed to let guests get to know the French-Armenian founder up close, rather than through behind-the-scenes content alone.
We also showcased Piatti's new catering style, with dessert canapés and cocktails for the crowd to enjoy. The target audience was Millennials and Gen Z, with particular invitations extended to well-established artists and curators—exposing both the brand and its founder to future artistic opportunities.
Alexandra Gravas soprano concert at JACC Kuwait, in collaboration with the Embassy of Greece and the Contemporary Art Platform. I was hired by Mr Amer Alhuneidi to work alongside author Mr Ibrahim Farghali, forming a team to coordinate and plan the event within a four-week timeline during the Ramadan period. My role covered developing the budget plan and checklist, designing a sponsorship pack, and shaping the ticketing strategy, media and PR planning, coordination with the artist, and liaison with sponsors and partners on the pre-event activities.
The first step was to assemble the team, with each member assigned a dedicated list of responsibilities to ensure we remained aligned through clear communication throughout. I was responsible for planning the full schedule around the artist's arrival with her band, including rehearsals, backstage media, and PR.
It was an honour to work with Mr Tarek Alaryan—the acclaimed Palestinian-American director and producer, born and raised in Kuwait—who hosted and presented select guests, on planning live morning interviews alongside radio appearances and other press meetings. We sold 64% of the total floor seating and balcony at the opera house, drawing on a combination of performance-marketing and cross-selling strategies developed with JACC.
Within a four-week planning window and on a modest budget, we brought the event to life and earned the recognition of the Ambassador and stakeholders.
Alexander The Great
In collaboration with the Greek Embassy in Kuwait and the Contemporary Art Platform, I was assigned to support the team in organising and producing the marketing collaterals, overseeing production at the event, and conducting live interviews. This was an exclusive, VVIP invitation-only occasion for a high-profile political and diplomatic audience—attended by Foreign Ministers, Ambassadors, and Ministers from Kuwait.
The event celebrated the deep-rooted historical ties between Greece and Kuwait, focusing on the era in which Alexander the Great reached the island of Failaka. In the 4th century BC, having returned to Persia after his Indian campaign, Alexander the Great ordered that the island be named Ikaros—after the Aegean island of the same name, which, according to Strabo and Arrian, it resembled in size and shape. Failaka became an important centre and harbour for the Seleucid Kingdom, and remains the only standing example of a Greek stronghold in the entire Gulf. The modern name "Failaka" is itself thought to derive from the ancient Greek word for "outpost," a lasting echo of that Hellenistic presence. UNESCOGrokipedia
The evening concluded with an elegant dinner at Cure Restaurant, located in the Design District Centre.
I was fortunate to be assigned to plan an event in collaboration with the Embassy of Italy in Kuwait and the CAP gallery team—curating an exhibition of a touring jewellery collection by Italian designers spanning 2000 to 2020, a collection that was due to travel on to Abu Dhabi for a further preview. I had the pleasure of working closely with the Cultural and Commercial Attaché, alongside H.E. Carlo Baldocci and his wife, on approving every detail of the exhibition, as well as shaping the storytelling behind each collection.
The assignment came to me just 48 hours before the launch. My strategy was to use three halls and apply a zoning approach, organising the collections according to their design and production timeline. The following day, we hosted a ladies-only afternoon tea for the ambassadors' wives, offering them a private tour of the exhibition.
