Just People delivers the Italian launch event of Alexa+ on Lake Como

Milan, 15 and 16 April 2026. For the debut in Italy of Alexa+, Amazon's new personal assistant based on generative artificial intelligence, Just People conceived and produced the launch event, turning the presentation of the service into an immersive experience consistent with its positioning.

To convey Alexa+'s distinctive character from the very start, Just People chose to "find a home" for the assistant, selecting a private villa overlooking Lake Como as the setting of the event. A design choice that goes beyond the location: the lake and its context of small towns reflect a deep identity trait of Italy, a nation made of communities, relationships and widespread everyday life, more than of large urban centres. It is precisely in this intimate and authentic dimension that Alexa+ finds its most natural expression: not as distant technology, but as a presence integrated into everyday life.

The event unfolded over two days, the first dedicated to the press, the second to influencers and partners, built as a single narrative journey. The guests' arrival was integrated into the experience, up to the entrance by lake on the second day, designed as a distinctive moment.

Just People developed a concept able to bring guests into the world of Alexa+, building an experiential story able to reflect its main features: from natural conversation to the ability to act, through to personalisation. The spaces were designed to recreate everyday situations, from the smart home to entertainment and shopping, allowing guests to experience the potential of Alexa+ directly and to understand its concrete impact on everyday life.

To complete the experience, there was no shortage of entertainment moments designed to make the story even more vivid and shareable, encouraging the spontaneous creation of content. Guests were able to interact freely with the environments and demo areas, generating numerous social contents and helping to amplify the launch well beyond the perimeter of the event.

From creative direction to executive production, Just People managed every phase of the project, coordinating technology and set design to ensure narrative coherence and quality of experience. "Bringing a target like press, influencers and partners outside Milan was an important challenge. We worked so that the experience would be a real reason why to take part, building a project able to keep its promise in every detail. The organisational machine ran with precision, allowing guests to enjoy a fluid, engaging experience that was perfectly coherent with the world of Alexa+." Daniela Sette, Head of Growth, Just People.

The results were excellent: the project generated wide media coverage, with features in the main national newspapers, and a strong digital resonance thanks to the content created by influencers, which totalled numerous views and helped tell Alexa+ to a wider audience.

The result was an event able to turn a product launch into a moment of authentic relationship, in which innovation is not only told but made tangible through direct experience.