I am Darina Stoycheva, an aspiring marketing and visual merchandising strategist. My goal is to submerge the audience into a storyline through the beauty of visual art. I am currently based in Milan, Italy, and working on expanding my portfolio.

About me

My past projects include two marketing competitions conducted by LVMH in collaboration with Bocconi University. Detailed information about them- below.

Currently I am working on expanding my knowledge of visual merchandising and its significance regarding brand storytelling.

In the near future I hope to be able to earn more practical experience and apply theory.

The Fendi challenge

objective:

-create a window display that caters to genz

-has a social aspect -30K budget

-environment friendly

inspiration:

-social movements -street culture -freedom of speech

outcome:

the 'catchphrase' 'what do you stand for' became the philosophy of the project and became a centerpiece.

The competition concerned the making of a potential window display and the conducting of market research. Me and my teammates came out in 3rd place overall. The main idea on which my team and I concentrated was the idea to include customers in the Fendi experience. Every person who stumbles on the window display is invited to come in and answer the question written on the display ‘What do you stand for’ by writing on the display itself (that way it is visible from the outside). Almost like a catchphrase, we used ‘what do you stand for’ to provoke potential customers upon arrival at the store.

Why is VM

important?