An earthbound guest experience anchored in Zuloaga’s legacy and craft.

Introduction

The project delivered an omnichannel guest experience for a culturally significant wedding hosted in the former home of painter Ignacio Zuloaga, now preserved as family heritage. Rather than styling a ceremony, it translated legacy and landscape into a tactile system of touchpoints shaped through craft, place, and story.

Grounded in narrative and artisan detail, Z-AIA anchors the celebration at the intersection of nature and culture. Merging Gaia (nature made tangible) and Zumaia (the Basque coastal town where the Zuloaga home stands) to translate the experience into a symbol of continuous growth and symbiosis for the newlyweds.

Creative direction and end-to-end design. Shaping visual language and material approach, leading design, and managing production from prototypes through final delivery.
Set at the intersection of culture and nature, the experience heightened awareness of place and family heritage through craft and material detail.
Seating-plan easels guided the flow, built around Zuloaga’s work and finished in his signature blue, echoed in the window frames. Menu cards brought the garden and local gastronomy to the table. Everything was tactile, honest, and quietly archival.
Concept and scoping decks to align early, confirm resourcing, and coordinate external suppliers and banquet logistics.
Spatial wayfinding and seating, including easels varnished in Zuloaga’s signature blue, featuring the artist’s portfolio.
Table and menu design centered on parchment-like cotton paper menus made as keepsakes. Each layered with handpicked garden elements to bring the setting onto the table. Finished with family heirloom mother-of-pearl seals (Zuloaga-era stamps) and rustic handwritten calligraphy, nodding to Basque craft and the region’s food culture. Personalized stamps were also produced to streamline production.

OVERVIEW

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TOUCHPOINTS

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OVERVIEW ✺ TOUCHPOINTS ✺

PROCESS

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MENUS

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PROCESS ✺ MENUS ✺

Harvest

Each menu carried a living fragment of the estate. We handpicked leaves and blooms across the garden, then plucked them the evening before so every piece arrived fresh, balanced, and true to the setting.

Hand-stamping

On parchment-like cotton paper, every menu was stamped by hand using custom-made stamps. The result was subtle texture and rhythm, turning the menu into a crafted object rather than a printed artifact.

Heritage wax-seal

Each piece was finished one by one with hand-poured sealing wax, pressed with family heirloom seals. A small, tactile gesture that anchored the experience in lineage and made the legacy feel physically present.