GIULIO - SCH
Surface area : 300 m²
A few months before the release of SCH’s album, the pop-up restaurant GIULIO came to life as a full immersion into the artist’s world. Upon entry, guests were asked to place their phones in sealed pouches — a way to preserve the album’s exclusivity and enforce a raw, unfiltered experience to be truly lived.
For the scenography, I envisioned a gradual ascent into immersion. Access began with climbing the stairs, the 19th step marked with SCH’s signature number — symbolically crossing into his universe. The space evoked a reinvented Italy seen through his lens, where every detail reflected his DNA: red checkered tablecloths, golden chandeliers, and cannelloniin homage to the album’s key track. The GIULIO ROSSO cocktail — a blend of cognac and cherry juice — deepened the atmosphere, recalling Ivresse Hennessy, a partnership designed to extend the warmth and intensity of the experience.
On the ground floor, I created a baroque-inspired space transformed into a scenographic pop-up. SCH’s iconic fur coat took center stage, surrounded by exclusive merchandising pieces.
A true attraction, the fur became the centerpiece everyone wanted to photograph. The intention was clear: to craft an Instagrammable environment from every angle — one that combined opulence, intimacy, and the desire to share.
The second floor revealed the climax of the experience: a secret underground casino, accessible only to VIP guests who had received a COHIBA cigar along with their invitation that same morning.
Behind a hidden door disguised as a vending machine lay a dimly lit atmosphere inspired by The Godfather. Within this confidential setting, poker games, cocktails, and whispered conversations intertwined, creating a space of rare proximity between the artist, the press, and invited personalities.
Thus, GIULIO was not merely a restaurant, but a living, breathing place — a statement of authenticity, mirroring SCH himself: raw, refined, and elusive. As guests departed, each received a bottle of limoncello signed “Giulio”, a final reminder that certain moments are meant to be lived with intensity and passion.
GIULIO - SCH
Surface area : 300 m²
A few months before the release of SCH’s album, the pop-up restaurant GIULIO came to life as a full immersion into the artist’s world. Upon entry, guests were asked to place their phones in sealed pouches — a way to preserve the album’s exclusivity and enforce a raw, unfiltered experience to be truly lived.
For the scenography, I envisioned a gradual ascent into immersion. Access began with climbing the stairs, the 19th step marked with SCH’s signature number — symbolically crossing into his universe. The space evoked a reinvented Italy seen through his lens, where every detail reflected his DNA: red checkered tablecloths, golden chandeliers, and cannelloniin homage to the album’s key track. The GIULIO ROSSO cocktail — a blend of cognac and cherry juice — deepened the atmosphere, recalling Ivresse Hennessy, a partnership designed to extend the warmth and intensity of the experience.
On the ground floor, I created a baroque-inspired space transformed into a scenographic pop-up. SCH’s iconic fur coat took center stage, surrounded by exclusive merchandising pieces.
A true attraction, the fur became the centerpiece everyone wanted to photograph. The intention was clear: to craft an Instagrammable environment from every angle — one that combined opulence, intimacy, and the desire to share.
The second floor revealed the climax of the experience: a secret underground casino, accessible only to VIP guests who had received a COHIBA cigar along with their invitation that same morning.
Behind a hidden door disguised as a vending machine lay a dimly lit atmosphere inspired by The Godfather. Within this confidential setting, poker games, cocktails, and whispered conversations intertwined, creating a space of rare proximity between the artist, the press, and invited personalities.
Thus, GIULIO was not merely a restaurant, but a living, breathing place — a statement of authenticity, mirroring SCH himself: raw, refined, and elusive. As guests departed, each received a bottle of limoncello signed “Giulio”, a final reminder that certain moments are meant to be lived with intensity and passion.