In 2024, I led the in-store activation for the launch of the Alaïa SF24 Diary, a limited-edition publication by Anthony Seklaoui capturing the behind-the-scenes energy of Pieter Mulier’s Summer-Fall 2024 collection. Through unfiltered black-and-white images, the book offers a candid chronicle of fittings, gestures, and bodies in motion — a visual diary of beauty in the making. I was responsible for the full implementation of the activation within the Paris flagship, from spatial integration to client touchpoints, ensuring that the experience translated the editorial tone of the book into a physical and emotional encounter. This activation offered clients and visitors a moment of proximity with the House’s creative process — transforming the boutique into a space of narrative and nuance.