Enigma Tel Aviv
GUCCI • DIOR • CELINE • CHLOÉ • ALAÏA • BRUNELLO CUCINELLI • FENDI
SHORT DESCRIPTION
Enigma is Israel's landmark luxury fashion destination, setting the standard of high-fashion retail in Tel Aviv since 1989. Spanning 1,200 square meters across three levels in the prestigious Kikar Hamedina, it houses official boutiques of Dior, Gucci, Celine and Fendi alongside Brunello Cucinelli, Chloé and Alaïa, with every new collection arriving in sync with its global launch.
As Brand Manager and Creative Director, I held full responsibility for the brand's digital presence: visual language, content systems, campaigns, AI production and the daily rhythm of a retailer whose inventory changes every day.
FULL SCOPE OF WORK
- 01
Account Leadership
End-to-end client management: daily communication, task coordination and priorities, high availability throughout the day, monthly review meetings with a designed summary presentation.
- 02
Monthly Content Architecture
A complete monthly content plan: shoot day planning, adaptation to new arrivals, promotions and campaigns, with ongoing tracking and adjustment throughout the month.
- 03
Stories System
7 to 9 stories designed and published daily — around 180 per month — in the brand's visual language, with new arrivals uploaded same-day as inventory rotates.
- 04
Feed & Posts
A monthly grid of 12 posts: copywriting, commercial and image content, fashion show reviews and editorial slides, all holding one voice.
- 05
Editorial & Culture Coverage
Real-time coverage of the houses' runway shows, major fashion events and cultural moments: red carpet, celebrity dressing and world news translated into designed posts and written editorial texts.
- 06
Graphic Design & Video
High-level graphic design and video editing tailored to the brand, including real-time content built around global fashion moments.
- 07
AI Production
AI product banners and films integrated into the brand's visual language — an AI production layer moving at retail speed without compromising the luxury register.
- 08
Influencer Management
Sourcing, negotiation and ongoing management of creators: concept and creative direction, on-set visual guidance, quality control of every deliverable.
- 09
Campaigns
Campaign adaptations and dedicated materials, updated throughout the month in coordination with the client and marketing team.
- 10
Real-Time Response
With new luxury inventory arriving daily: same-day design and publication of new products, immediate handling of arising needs and creative decisions on the spot.
- 11
Full Brand Ownership
Guardianship of the visual language and content quality across everything the brand publishes.
THE HOUSES
- GUCCIFashion show coverage · Stories · Posts · AI content
- DIORFashion show coverage · Stories · Posts
- CELINEFashion show coverage · AI concepts
- CHLOÉFashion show coverage · Stories · Posts · AI content
- ALAÏAStories · Shoot day art direction · Fashion show coverage
- BRUNELLO CUCINELLIStories
- FENDIFashion show coverage · Stories · Posts · AI content
RESULTS
A luxury retail account moved from stable, follower based exposure to algorithmic breakout, with a clear, replicable content structure behind it. Growth driven by organic reach.
CONTENT CREATED
AI FILMS
AI PHOTOGRAPHY
GRID SYSTEMS
CAMPAIGNS
COMMERCIAL DESIGN
HIGHLIGHTS
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