Gäste fehlen.
Und trotzdem wird immer mehr gemacht.
Viele Betriebe spüren es jeden Tag:
Weniger Frequenz. Leere Plätze. Kürzere Verweildauer.
Und die Reaktion ist fast immer die gleiche:
Mehr Social Media. Mehr Kampagnen. Mehr Aktionen. Mehr Ideen.
Doch die Realität hat sich verändert.
Ihr größter Konkurrent ist nicht mehr nur das Lokal nebenan.
Es ist der Abend zuhause.
Netflix. Lieferdienste. Weniger Alkohol.
Und ein Gast, der bewusster entscheidet als je zuvor.
Gäste gehen nicht weniger aus.
Sie wählen nur selektiver, wohin sie gehen.
Und wenn Ihr Betrieb keinen klaren Grund liefert,
genau zu Ihnen zu kommen,
entscheidet sich der Gast für eine Alternative.
Where experience
becomes economic superiority.
When brand, space and attitude are strategically aligned, a place emerges that:
• turns guests into regulars
• sharpens positioning with clarity
• increases willingness to pay
• creates economic stability
Experience is not decoration.
It is strategic infrastructure.
Bar Campari Vienna
Strategic focus of this project:
Project
An iconic aperitivo destination as a lasting stage for Italian bar culture in Vienna.
-
Brand anchoring in everyday urban life
-
Ritualisation of the aperitivo moment
-
Increase in return frequency
-
Economic sustainability of the brand location
Copy Rights Medianomia OG
Starting point
Campari was not meant to be explained.
Campari was meant to be experienced.
The objective was not a temporary brand statement, but a place with lasting resonance.
My Role
Strategic conception and translation of the brand idea into a holistic experience system consisting of:
• Space
• Ritual
• Dramaturgy
• Service
• Recognisability
What it was strategically about
Not visibility. But anchoring.
A place where one does not merely consume, but stays.
What makes this place economically distinctive
• clear emotional positioning
• high recognisability
• stable frequency
• strong brand attachment
• ritualised moments with return effect
This work demonstrates how atmosphere turns guests into regulars.
Result & Impact
A permanent brand destination with:
• clear emotional positioning
• increasing return rate
• higher willingness to pay
• stable frequency
• clear strategic leadership
An example of how bar culture is not staged, but structurally led.
Quiet.
Consistent.
Economically sustainable.
Copy Rights Medianomia OG
SuiteManier Secret Bar
Project
A hidden bar within a suite at The Ritz-Carlton Hotel Vienna, accessible only to those in the know.
Strategic focus of this project
• Staging access as value
• Dramaturgy behind closed doors
• Building desirability through limitation
• Emotional elevation of the brand within a premium context
Starting point
Grand Marnier was not meant to become louder.
But more desirable.
The objective was not additional reach.
But relevance within the luxury segment.
Not visibility at any price – but selective attention in the right environment.
My Roles
Conception of a curated access dynamic and development of a cohesive experiential dramaturgy – from the first indication to the moment behind the door.
Translation of the brand identity into a holistic experience system consisting of:
• Spatial staging
• Ritualisation of the moment
• Dramaturgy of arrival
• Service choreography
• Mechanics of exclusivity
• Strategic story transfer into conversations and media
Copy Rights Medianomia OG
This work demonstrates how intentional scarcity and staging generate attention and initiate conversation.
Result & Impact
A deliberately limited brand space with:
• high media attention
• strong social referrals
• premium perception within the luxury hotel context
• clear emotional elevation of the brand
• long-term differentiation within the competitive landscape
• stable brand anchoring in the high-end segment
Brief conclusion:
An example of how strategic exclusivity can create greater impact than permanent visibility.
Quiet.
Selective.
Desirable.
Economically effective.
Copy Rights Medianomia OG
Aperol Spritz Piazza
-
Visibility within a high-frequency urban environment
-
Translation of the brand DNA into a walkable space
-
Establishment of ritualised consumption moments
-
Extension of length of stay
-
Anchoring the brand in the city summer
Project
An open aperitivo piazza as an emotional summer anchor within the framework of the Film Festival at Rathausplatz.
Strategic focus of this project
Strategic focus of this project
Starting point
Aperol was not meant to be advertised.
It was meant to be entered.
Not as a campaign.
But as a public place.
My Role
Concept and design of the entire experience logic –
from the space and the ritual to the emotional guidance of the guests.
Development of a format that doesn’t explain the brand, but makes it tangible.
What it was about strategically
Not about volume.
But about presence.
An open structure that invites people in, keeps them there and creates return.
Aperitivo as an urban anchor point.
What makes this place economically strong:
• high dwell time
• strong identification
• stable frequency
• ritualized return
• sustainable brand presence in public space
Copy Rights Medianomia OG
This work demonstrates how public spaces gain quality of stay through atmosphere and openness.
Result & Impact
One of the brand’s most successful summer formats:
• long length of stay
• strong emotional attachment
• high visibility in the urban space
• clear brand differentiation
• sustained presence beyond the event period
Brief conclusion:
A format
that demonstrates how a brand
becomes part of the living environment.
Light.
Consistent.
Economically effective.
Negroni-Wagen Pastamara
-
Elevation of a classic through personalisation
-
Extension of length of stay in fine dining
-
Emotionalisation of the service moment
-
Increase in value creation per table
Project
A mobile Negroni cart within a fine dining context, conceived as a personal ritual at the table.
Strategic focus of this project
Starting Point
A classic cocktail was meant to evolve from a drink into a consciously staged experience.
Not faster service.
But a moment with meaning.
My Role
Conception of a consciously staged ritual that transforms a classic drink into a value-creating Signature Moment.
What this was strategically about
Not a fixed recipe.
But the guest.
The Negroni was composed in dialogue – tailored to preferences, aromas and intensity.
The trolley comes to the table.
The moment belongs to the guest.
Copy Rights Medianomia OG
This work demonstrates how personal rituals transform a simple drink into a memorable moment.
Result & impact
• higher perceived value per drink
• longer length of stay
• stronger emotional attachment
• additional value creation per table
Brief conclusion
An example of how service becomes a strategic differentiation factor.
Quiet.
Precise.
Economically effective.
