21 May 2026 Gaia Lapomarda
Journal of Experiences
A jointly developed project that integrates visibility, data analysis, and digital experience, designed to support Poltrona Frau’s evolution across the brand’s various markets and touchpoints
Since 2020, we have been working alongside Poltrona Frau to support the evolution of its digital presence through an integrated approach combining strategy, data, technology, and experience.
Over time, the project has gradually expanded to encompass various areas of the brand’s digital ecosystem: SEO, advertising, digital analytics, UX, and social media. This jointly developed journey aims to make the online experience consistent with the values that have always defined the brand: elegance, design quality, attention to detail, and a focus on people.
Today, we continue to support Poltrona Frau in its organic and paid international visibility efforts, also integrating significant strategic data analysis to transform insights and behaviors into concrete tools to support business decisions.
SEO and ADV: an integrated strategy for visibility throughout the journey
Within the project, we work in an integrated manner on Poltrona Frau’s international SEO and ADV activities, with the goal of building a coherent, relevant digital presence capable of accompanying people throughout their online experience.
For us, organic and paid advertising are not two separate areas, but complementary levers that reinforce each other. On the one hand, SEO helps make the brand discoverable during moments of research, exploration, and discovery; on the other, advertising activities represent an additional boost in visibility, designed to intercept people at the most significant point in their journey, with content, messages, and activations consistent with their needs and intentions.
Working in synergy with data, insights, and behavior analysis, we develop strategies capable of enhancing the brand across different markets and touchpoints, maintaining continuity between organic and paid experiences. This approach allows us not only to optimize performance, but to design interactions that are more relevant, contextual, and truly useful for people.
SEO for Generative AI and visibility for LLMs
The way people search for information, discover products, and interact with digital content is rapidly changing. For this reason, within the project, we are also working on evolving brand presence in systems based on generative AI and Large Language Models.
For us, SEO today also means designing content and information architectures that can be interpreted, understood, and enhanced by new conversational interfaces.
Through research and proprietary reverse engineering techniques developed internally, we are working to improve the findability of Poltrona Frau product pages within AI-driven ecosystems. This work combines semantic analysis, continuous experimentation, and observation of evolving search behaviors, with the aim of understanding how LLMs interpret digital content and what elements contribute to their visibility.
Strategic data analysis for more informed decisions
Alongside organic and paid visibility activities, the project includes a strategic component dedicated to integrated data analysis.
For us, the value of data lies not only in gathering information, but in the ability to make it truly actionable. This means building connections between touchpoints, interpreting people’s intent, identifying growth opportunities, and supporting more informed decisions throughout the business and communication journey.
This approach allows us to view digital as an experiential ecosystem in which every interaction contributes to the overall perception of the brand.
Creating beautiful experiences
Our collaboration with Poltrona Frau continues to evolve, building on a belief that has always guided our work: technology, data, and innovation are valuable when they help build better experiences for people.
This is why we design activities that aren’t limited to performance or visibility, but that contribute to making every interaction coherent, meaningful, and enjoyable. Because we believe that digital, just like design, can be crafted with care, intentionality, and a focus on the experience.