We're proud
to partner
with SHIFT Collective
Boutique strategy. Global
vision. Italian soul.
SHIFT Collective is a boutique creative agency helping wineries, boutique hotels, and lifestyle brands turn heritage into a digital presence that builds brand equity, not just short-term visibility. A curated network of strategists, creatives, and production partners, they elevate premium brands, growing their presence without losing what makes them distinctive.
For HoSS delegates, SHIFT represents exactly the kind of thinking the summit champions: strategy before aesthetics, creativity with commercial intent, and content built to last rather than chase trends.
Why we partnered with SHIFT Collective
We are selective about who we bring to the summit. A HoSS partnership is not a logo placement; it is an endorsement, and we extend it only to teams whose standards match the room we are building. SHIFT Collective is one of them.
Premium hospitality brands rarely struggle to post. They struggle to make social earn its place: to convert presence into perception, and attention into commercial value. Closing that gap is precisely what SHIFT Collective was built to do.
The pedigree is uncommon. Laura Ferrari led social media for IWC Schaffhausen and Hyatt; Stefano Della Schiava shaped the global image of Nespresso, Toyota Europe, and Mastercard. Between them, decades of brand strategy and creative direction for some of the most recognised names in luxury, fashion, and lifestyle, now applied to founder-led brands with genuine heritage. The result is big-agency thinking at boutique scale: top-tier capability, without the overhead or the distance.
This is the calibre of thinking HoSS exists to convene. The summit is built to help hospitality teams turn social into a commercial engine, and SHIFT brings the strategic discipline and creative craft that makes that shift real rather than aspirational. Laura and Stefano join the faculty to share it directly with delegates, grounded in the labs they lead on Day 2.
It is a partnership we are proud of. As they put it themselves: "We don't blend in. Neither do our clients."
In their words
“Most hospitality brands have global ambitions but local execution that doesn't quite match. The strategy exists at headquarters, but by the time it reaches the property team in a different country, something gets lost: the nuance, the platform choice, the cultural tone. The result is content that looks consistent on a brand level but doesn't actually speak to the audience it's meant to reach. That's the gap I want to help close in this lab. Winning Hearts Worldwide is about giving teams a practical framework to move from 'we want to attract international travellers' to a focused, market-fit plan they can brief and execute.”
“We're living in a moment where everyone can make content, and AI is making that even easier. But for premium brands, ease is not the point. The point is distinctiveness, consistency and control. A content system is what allows a brand to stay culturally alive without becoming chaotic. It connects strategy, craft, production, governance and data into one living engine. Not to make more noise, but to make every expression of the brand feel intentional.”
The SHIFT Collective approach
SHIFT Collective works with founder-led, premium-positioned, internationally ambitious brands, those with real heritage and the ambition to match. Their philosophy is built on craft, culture, and clarity over noise: human craft, thoughtfully enhanced by technology, designed to build meaning and momentum rather than fleeting visibility.
How they work
Strategy
Clear direction before execution. Brand analysis and positioning, audience targeting, content roadmaps.
Creativity
Content crafted to last and perform, with human craft at its core. Premium photo and video, visual storytelling, post-production.
Activation
Structured, measured, intentional distribution across the right channels. Strategic amplification, cross-channel publishing, performance tracking.
Selected work
The World of Hyatt
TikTok Brand Discovery
A loyalty ecosystem reimagined for the next generation of travelers.
Positioned TikTok as a high-impact discovery channel for World of Hyatt, elevating brand awareness and emotional engagement with a mobile-first audience. The campaign combined short-form storytelling with a dual-creator-colleague strategy, transforming hotel teams into credible brand ambassadors and selected TikTok creators as visual narrators of the Hyatt experience.
By aligning platform-native fluency with Hyatt’s hospitality DNA, we built lasting familiarity and trust across Gen Z and Millennial travellers in key feeder markets.
Park Hyatt Fashion
Week activation
Design-led travel meets cultural immersion in three fashion capitals.
Positioned Park Hyatt at the intersection of culture, design, and travel by embedding the brand into the creative pulse of Fashion Week in Milan, Paris, and London. Through curated insider perspectives and city-led storytelling, each activation transformed the hotel into a gateway to local style and substance.
The result was a multi-market campaign that deepened cultural relevance and affirmed Park Hyatt’s role as the starting point for design-forward journeys.
Andaz brand campaign
Unscripted stories of self-expression, told through the lens of place.
A campaign designed to bring Andaz’s philosophy to life by positioning each hotel as a space for individuality and transformation. Through a creator-first approach, we captured unscripted stories rooted in local culture.
The result is flexible, emotionally resonant content library that elevated Andaz’s appeal to culturally curious, design-conscious travelers.
IWC Watches x Santoni -
Brand Partnership
Where Swiss precision meets Italian artistry.
Brought the IWC × Santoni partnership to life through a refined social-first storytelling concept rooted in shared values of craftsmanship, design, and detail. Visuals paired IWC’s timepieces with handcrafted Santoni shoes, highlighting the elegance of engineering and the richness of Italian leatherwork.
The content reinforced the emotional and material value of the collaboration, positioning both brands as timeless, detail-obsessed, and culturally aligned across digital and editorial platforms
The people behind SHIFT
SHIFT Collective is led by Laura Ferrari and Stefano Della Schiava, two complementary perspectives with one shared vision. Together they founded SHIFT Collective to help premium brands thrive in a connected world, without losing their soul.
Laura Ferrari
Brand and Social Media Strategy Laura is a brand and social media strategist with nearly two decades of experience helping some of the world's best-known luxury and hospitality brands tell their stories in a modern, authentic way. As Director of Social Media EAME at Hyatt and in her work with IWC Schaffhausen, she has crafted brand voices that respect tradition while speaking to today's audiences. At SHIFT Collective, she leads brand and social media strategy, helping brands connect their heritage to the modern world and build lasting relevance.
Stefano Della Schiava
Creative Direction and New Business Stefano has spent over 15 years bringing brands to life through creativity, strategy, and storytelling. He has helped shape the global image of brands like Nespresso, Toyota Europe, and Mastercard. With a background spanning advertising, content production, and brand strategy, he connects vision and results with a human-centred approach. At SHIFT Collective, he leads creative orchestration and business development, helping brands grow with agility, authenticity, and a clear long-term vision.
EXPERIENCE SPANNING
Join us in London or onlineSeptember 3–4, 2026 in London
Laura and Stefano lead their Day 2 lab live at the Hospitality Social Media Summit, two days of practical, build-and-ship sessions with the people shaping hospitality social.
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