Takeaways
- For the launch of the Very Sexy collection at Palazzo Colonna, Mikevents designed a musical direction built to move with every stage of the evening, turning the soundtrack into a narrative element perfectly aligned with the values and image of Victoria’s Secret.
- The choice of Rome, of the Coffee House at Palazzo Colonna and of a musical journey that alternated live performances with DJ sets helped create an immersive experience, one in which every detail reinforced the message of elegance, sensuality and glamour behind the new Very Sexy collection.
- From shaping the musical program to technical direction, timing and brand safety, every project we take on is tailored to reflect the client’s tone of voice, turning conventions, dinners and product launches into experiences that are consistent, memorable and unmistakably their own.
For the launch of the new Very Sexy collection at Palazzo Colonna, Mikevents led the musical direction, turning every moment of the evening into a sonic story consistent with the brand’s identity
Rome, with its timeless beauty, knows how to welcome every great story and turn it into something even more memorable. That is exactly the spirit behind the launch of Victoria’s Secret’s new Very Sexy collection, an event that chose the setting of Palazzo Colonna to celebrate elegance, sensuality and style in every form.
For the occasion, Mikevents led the artistic direction of the entire musical project, building a soundtrack designed to move with every moment of the evening, from the welcome of the guests to the most intimate moments of the dinner.
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An empire built over time
Year after year, Victoria’s Secret has built a genuine empire with a sensual heritage. The Very Sexy collection sits at the heart of this story, created to offer a modern vision of sensuality through details designed to seduce: sheer lace, jeweled straps and push-up effects shaped with couture care.
The international success of the “Angels”, the models who serve as brand ambassadors both on the runway and in everyday life, allowed the line to expand well beyond the bra-and-panties set, growing to include slip dresses, corsets and even fragrances.
This seductive world found its ideal celebration in Rome. The signature piece of the new collection, the Low-Cut Push-Up Bra, comes with a lower, pared-down cut, a deep neckline and a half-cup version topped with sheer lace. Around this iconic piece revolve corsets, camisoles, bodysuits and memory-foam lingerie, a wardrobe that multiplies the possibilities for styling.
Shot in the capital by Carlijn Jacobs with styling by Katie Burnett, the campaign featured Paloma Elsesser, Candice Swanepoel, Anok Yai, Abby Champion and Imaan Hammam, evoking the Fellini-esque mood of la Dolce Vita. Choosing Rome as the narrative stage captures perfectly the timeless glamour that has always defined Very Sexy.
An intimate dinner at the heart of history
To celebrate this milestone, Victoria’s Secret hosted an intimate dinner for just twenty guests inside the Coffee House at Palazzo Colonna. This second floor, described as the most delicate eighteenth-century space in the city, was built around 1730 at the behest of Grand Constable Fabrizio IV Colonna, and offered a rococo setting that brought out every nuance of the event.
A long, undulating table, set with red roses and lit by candlelight, gave concrete form to the Very Sexy world, one of desire, self-confidence and genuine glamour.
Brooke Root, International Marketing Director at Victoria’s Secret, welcomed the guests by underscoring the value of self-confidence and embracing one’s own identity — the message at the heart of the brand’s philosophy. Rome, with its timeless beauty, its captivating history and its romance, was the perfect backdrop for bringing this vision to life.
Among the guests, Giulia Salemi, Valentina Ferragni and Elisa Maino elegantly embodied the spirit of the evening, choosing all-black satin and lace alongside long, shimmering gowns finished with seductive details.
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Music as a storytelling language
When an iconic brand decides to tell its vision through an experience, every detail becomes part of the story. And this is where the work of Mikevents came fully into its own.
The musical journey created for the evening drew on the timeless elegance that recalls the world of Bridgerton: live strings and saxophones set the tone as guests arrived, creating a sophisticated atmosphere from the very first moments.
A refined DJ set then guided the evening through a carefully curated blend of Italian classics, indie groove and modern jazz, in perfect harmony with the visual and conceptual identity envisioned by the brand.
The dinner, with its distinctly Italian menu from spaghetti alla romana to a must-have tiramisu, found its common thread in the soundtrack, which amplified every moment and gave guests a complete sensory experience.
We believe music should help define the identity of an event, becoming an integral part of the story a brand chooses to tell. This principle guided every artistic choice of the evening, from the first live chord to the last track in the booth.
Your brand has a story to tell too, and every event can become its most memorable chapter. This is exactly where the work of Mikevents finds its deepest meaning.
Whether it is a convention or a new product launch, we design every program to measure, built to reflect the brand’s tone of voice and to meet the event’s real objectives: the timing of each moment, the messages to convey, the audience to engage.
Speeches, videos, reveals: nothing is left to chance. Every moment is orchestrated with precise timecodes and technical direction planned down to the smallest detail, keeping the evening seamless and trouble-free.
Confidentiality and brand safety are the starting point from which we build every project. And as with Victoria’s Secret, we craft a bespoke sound identity, one that becomes a living part of the story your brand wants to tell.
If you have a vision to turn into an experience, write to us today.
Mikevents and Victoria’s Secret in Rome: frequently asked questions
What was Mikevents’ role during the launch of Victoria’s Secret’s Very Sexy collection in Rome?
Mikevents led the musical direction of the entire event, designing a sonic journey built to move with every moment of the evening. From the welcome of the guests to the dinner, the music was conceived to reinforce the brand’s identity and create an immersive, consistent experience.
Why were Rome and Palazzo Colonna chosen for the Victoria’s Secret event?
Rome was chosen for its timeless allure and for its ties to the world of la Dolce Vita that runs through the Very Sexy campaign. The Coffee House at Palazzo Colonna offered a historic, elegant setting, perfectly in line with the brand’s positioning and the mood of the event.
How does Mikevents create the soundtrack for a corporate event?
Mikevents develops a tailored musical project that starts with the brand’s identity, the event’s objectives and the audience involved. Every element, from live performances to the DJ set and technical direction, is coordinated to turn music into a tool for storytelling and for elevating the experience.