Melismelis partnered with Viridea for the launch of its new Garden Center in Carate Brianza, overseeing both the event organisation and the communication campaign supporting the opening.
The debut of the store — the brand’s eleventh Garden Center and its first in the Brianza area — delivered outstanding results, welcoming over 26,000 visitors and achieving a record number of transactions in the first two days.
The opening event, held on February 28 and March 1, was conceived as a celebration for the local community, featuring family-friendly activities, entertainment, and initiatives designed to enhance the custmer experience and drive in-store traffic.
To support the launch, Melismelis also developed an integrated communication campaign, including digital media planning across Meta and Google Performance Max, active both before and after the event, as well as a high-impact outdoor advertising plan across the Carate Brianza area.
A coordinated mix of activities designed to maximise brand awareness, increase footfall, and drive sales during the launch period.