"The Furla Society" in Spain

PR & Communication

Influencer Marketing

Events & Brand experiences

In 2025, it will be 20 years since Furla, the Italian accessories and small leather goods brand, began working with AREA to guide its communication and PR strategy with the goal of increasing its awareness and improving its positioning in Spain. During this time, the agency has carried out all kinds of initiatives that have significantly raised the brand awareness of the Italian house, positioned it as a benchmark in the accessible luxury category, and succeeded in creating and consolidating a concept that was born nearly 20 years ago under the umbrella of ‘The Furla Society’. Through traditional and digital PR actions, collaborations with influencers, KOLs, and celebrities (including the Royal Family), this concept has become part of the collective imagination of the press and opinion leaders, with brand events that are fully immersive in Furla’s values, bringing its ‘Italian-ness’ to Spain and Portugal.

ITALIANISSIMO

MUSEO CHICOTE

Italianissimo'. Furla takes over the Italian embassy in Madrid with a spring party

In 2015, Furla opened its first boutique in Madrid. For the occasion, AREA was in charge of designing and executing the landing strategy for the brand's flagship store in Spain, crowned with a major event. AREA managed and supervised the project from scratch, carrying out scouting, production, convening and communication and PR tasks hand in hand with the brand's team.

The venue chosen for the celebration was the garden of the Italian Embassy in Madrid, a place that was reconverted into an extension of the brand's ‘young and bold’ spirit, where AREA imagined and brought to life a double installation revolving around the spring season and featuring the iconic Furla Metropoli bag.

The call, which included well-known faces from Madrid society, influencers and press, was also carried out by the team, who identified those profiles most in tune with the brand and who also boosted Furla's awareness and presence in their target social circles, as well as on social networks. The event, which featured two photocalls and catering with nods to the brand's gastronomy of origin, brought the brand's ‘Italianness’ and its key values to Madrid, laying the foundations for ‘The Furla Society’.

ITALIANISSIMO

MUSEO CHICOTE

The Furla Society' takes place at the
Museo Chicote

After the work of strengthening the brand in Spain, which was reinforced by the results obtained in previous years, added to the brand's journey that already had two boutiques in Madrid and Barcelona, in 2017 it was time to continue building and reinforcing the feeling of ‘sociability’ that emanated from the Furla essence. This was in addition to a milestone in the brand's history, its 90th anniversary commemorating the date 1927, which would be exploited at a 360º communication level from this moment onwards. The Furla Society' sought to achieve - as part of the brand's communication strategy - the creation of a community that would be crucial in reinforcing its presence on social networks and in the press. It also marked a before and after in the path that AREA would take with the brand, consolidated in subsequent years as a true community of journalists and opinion leaders who continue to position and consolidate Furla as a player in the Spanish and Portuguese market.