Portfolio / LVNG

LVNG

Head of communication, copywriter, content designerEarly 2024 – summer 2024

Collaboration context

The LVNG project ended when the studio returned to its original name, ArchLiving.

Overview

Narrating architecture, engineering, and restoration

LVNG was the rebrand of architecture studio ArchLiving. During the project, I led communication, proposing themes and creating content for the studio’s three areas: architecture, engineering, and restoration.

I began with the projects and conversations with the architects, looking for a detail capable of opening a story: a word, a colour, a technical function, or a cultural association. From there, I developed research, concepts, copy, and visual content for Instagram, Facebook, and LinkedIn.

I also revised part of the website copy and updated its WordPress pages.

Method

A technical detail can become a story

I proposed the communication themes. Some grew from independent research; others from a phrase, an image, or a distinction that emerged in conversation with the architects.

My work was to recognise the potential of that detail, investigate it, and turn it into a complete piece: narrative angle, research, concept, copy, and visual execution.

I did not simply present the projects’ final results. I looked for the point from which architecture, engineering, and restoration could become understandable even to people outside the field.

Listening→Detail→Research→Connection→Content

Core series

Engineering Is a Cocktail

The more engineering was explained to me, the more it seemed composed of different layers, notes, and flavours: elements to be measured precisely, capable of finding balance or, when the measure slips, going to your head.

This intuition became a series consisting of an introduction and three chapters. Whisky represented structural engineering, vermouth the building systems, and salt on the rim of the glass became geotechnics. I also imagined a real cocktail as a possible LVNG signature for open parties and events. The proposal was not produced.

The cocktail

The overarching metaphor for a system of layered skills that must be balanced.

Whisky

Structural engineering: framework, stability, durability, and resilience.

Vermouth

Building systems: comfort, efficiency, and the harmonisation of functions.

Salt

Geotechnics: almost invisible, yet decisive because everything depends on the ground.

Narrative cases

Four narrative cases

Care e Cure

While discussing the Bricco dei Neri project, an architect introduced the distinction between care e cure. I explored this difference in medicine and made it central to the content.

The project was not presented as a place intended to cure a condition, but as a space for care, support, and rehabilitation through environment, nature, and sensory stimuli.

Letting Heritage Breathe

Lock every old element in an archive and turn it into a museum?

For the Former Anatomical Institutes, I built the story around the idea that preservation does not mean immobilising or confining.

Restoration could bring heritage back to life, make it habitable and functional again, respecting its history while allowing it to keep breathing.

Safeguard, Maintain, Preserve

For World Wildlife Day, I began with the differences between the words safeguard, maintain e preserve.

I connected this research to the Ducal Palace of Reggio Emilia, turning three verbs often treated as synonyms into three different ways of thinking about the relationship between landscape, heritage, and action.

No One Pays Attention to Engineers

Listening to the project stories, I noticed that the architect was given greater prominence while the engineer’s work often remained invisible.

I used the Sydney Opera House and the relationship between Jørn Utzon and Ove Arup to explain the difference between imagining a form and finding a way to make it actually stand.

Formats, recurring features, and connections

4 Hotels, LVNG Edition

A format I devised, inspired by the television programme, to turn four of the studio’s hotel projects into a recurring series. The four episodes are presented here in full.

Episode 1 · La Torre e la Villa, Castel Volturno

Episode 2 · Palazzo Via dei Tribunali, Naples

Episode 3 · Le Terrazze di Meta

Episode 4 · Terme della Salute, Pozzuoli

Orwell in BIM

After the BIM explanation, I imagined a system able to oversee the entire project and built the connection to Orwell.

Yellow as Broom Flowers

The bridge colour had already been chosen. The association with the broom flowers growing in the area, which emerged in conversation with an architect, became the narrative key to the piece.

Innovative Pilgrimages

A framework devised to present restored churches, sanctuaries, and complexes, giving continuity to the part of LVNG’s work devoted to restoration.

Beyond the editorial calendar

The work also included day-to-day communication management, content publishing, revision of part of the website copy, and WordPress page updates.

I also developed proposals to extend the project beyond social media: an LVNG aperitif, a podcast designed to connect people across different offices, and an in-depth feature on WikiHouse. The proposals were not produced.

LVNG Aperitif

A proposal designed to extend the project beyond social content.

Proposal not produced

WikiHouse

In-depth feature developed for LVNG.

Proposal not produced

Podcast LVNG

A proposal including remote recording, designed to connect people across different locations.

Proposal not produced