Take Goovi beyond conventional spaces and turn the brand’s values of wellbeing, positivity and self-care into a live experience that engages its community, encourages participation and builds a strong, recognisable local presence.
Create a mini roadshow with stops in Milan and Riccione, each built around a Goovi village. At its heart, a dedicated stage hosted workouts and beauty masterclasses led by Michelle Hunziker, the project’s main personality, alongside trainers and experts including Paolo Zotta, Martina Sergi, Vanessa Villa and Laura Barenghi. Around the stage, beauty bars, a play area, a drinks station and engagement spaces completed the format, creating a dynamic environment where physical activity, product discovery and shared experiences alternated. Following its debut at Milan’s Arco della Pace, the tour moved to Riccione’s beach for Notte Rosa, becoming one of the festival’s highlights and placing the Goovi world at the heart of one of Italy’s best-known summer events.