I am a junior at the Savannah College of Art and Design, studying Social Strategy and Management. I am passionate about brand strategy and digital media marketing. Bright, feminine, and fun is my focus throughout my work. I have always been inspired by retro style, explaining my enamor with disco balls. I decided to go on this excursion to learn about marketing in Europe. I love the food, culture, architecture, and traveling. Outside of school, I hope to have an internship or work in any of the countries we visited.
This was a fantastic opportunity to network, learn about how agencies operate and explore in a way I never had before.
Welcome to my digital diary.
Hi there!
My name is Tyla.
Becoming a Pasta Professional in Rome.
While we were in Rome, we had the opportunity to take an Italian cooking class. This is an experience I will never forget and a highlight of the trip! I had no idea making pasta was so simple, I can't wait to try it on my own.
Made in Italy, not just Pasta.
While we were in Italy, we were extremely fortunate to be given the opportunity to study at the Rome business school for two days. We had amazing guest speakers. Thank you to Giuliana Chiaron, Derek Jones, Giosuè Prezioso, and Francesca Pollicini. Each lecture was super insightful, and I have never learned so much about Italy, fashion, project management, art, and passion. What was most interesting to me was that all these lectures connected. Over the span of two days, I learned the history and culture of Italy and how they were able to rebrand themselves. I had no idea that Italy was once not the tourism hub it is now. Italy managed to target Americans through old movies showing a story of an Italian player, a beautiful woman, a city, a family, and good food. This started to appeal overseas and draw westerners to visit.
Italy has not only beautiful people and tasty food but also ancient history and architecture. The Coliseum, Vatican, Trevi Fountain, Roman sculptures, and Michaelangelo's paintings are just a few of the treasures the country has to offer. Iconic pieces are scattered throughout the country. Most are even out in the open just when you are walking. Italy turned itself around and created the industry they have today. This strong Italian image translates to the “Made in Italy” brand, which has many products under it, like leather goods, high fashion, food, and more. Italians became known for their quality. They have capitalized on the brand and made it so items can be bought worldwide.
When Giuliana spoke to us, she focused on fashion. I enjoyed her lecture because it provided me with a ton of information on brands and styles that I had not known about. I am interested in working in fashion and took so many notes on her presentation. She talked to us about several types of couture and Italian brands. We all know Versace, Gucci, Prada, Valentino, and more.
Italy has become a hotspot for fashion shows in cities like Milan and Florence. Milan is one of the fashion capitals of the world. We learned about the designers, the brand quality, and innovation. This is also part of the “Made in Italy” brand. I had no idea how meticulously planned out this country’s rebrand was. Everything was on purpose. It got me thinking about how subtle marketing can be and how convincing it can be subconsciously.
Study Abroad
Recap.
Recap! Here is a little highlight reel of our trip.
Stick around for some fun at the end.
Re. All About an Agency in London.
Re is an agency part of Saatchi & Saatchi. For me, this was the highlight of the trip. It was the first day, the energy was good, and I was excited to learn. We met Tom and Jon, both creative directors at Re. Once we arrived, we were seated for a presentation. During this presentation, we learned about Jon and Tom’s careers and Re’s work and got the change to ask any questions we had. Re showcased work that varied not only in industry but in design and channels. We saw examples of creating an experience, rebranding, prototyping, and advertising.
One of my favorite examples they showed was an experience they created for one of their clients. It took place on a globe in Qatar, where they projected onto the sphere’s walls. The sphere had many shapes lined up to create it, which made it a mesmerizing juxtaposition of geometric shapes within a circle. It was incredibly impressive to see how the projections fit into the architecture. It took a lot of engineering, planning, and designing. Experience marketing is something I was looking for and focused on in my journey through Europe, and on the first day, I was already given an amazing example. They also showed work for Apple, BBC, Manchester United, and more.
It was interesting to see how there were many separate roles you can be a part of in diverse projects. You were not forced into one thing, which was what stressed me out the most in school, like when I faced picking my major. I felt tied down. I did not want my career to be so specific that it would take away my freedom to explore other interests and mediums. I wanted my career to span several types of industries and projects. That is what made Re so intriguing and special to me. I saw what my future could be while sitting in their conference room. It gave me the hope that I was on the right path and that my job was going to make me happy. Seeing real industry work made me feel like a kid in a candy store. I was so happy. We look at work all the time in school, but this was different. I heard about it directly from the people creating it. I was learning about their process, setbacks, and all the in-betweens I would never have known. They gave us some advice and programs to start looking into.
This was one of the most valuable experiences of the trip for me.his was why I signed up. I wanted to see what a real agency was like, an example of one abroad, the work they did, and how they did it. This set me up to start paying more attention to experience in marketing. Something I am now planning to incorporate into my work. Visiting Re helped me understand my future and what I am looking for, giving me a new direction for my portfolio.
London in 2 Minutes.
The London highlights!
Less is More.
I know we have all been told, “Less is More.” During this trip, I learned the true meaning of this saying. My biggest takeaway from this experience is: PACK LESS. I am a serial over-packer. Going to Europe in the winter, I was thinking about layering and brought way too many sweaters. They were way too bulky and took up most of my luggage space. There were outfits I did not even touch during the three weeks.
The reality is that you don’t need to wear a different outfit every day. No one is going to notice. I ended up alternating between three pairs of pants and brought seven pairs. Why did I need seven pairs of pants? I didn’t. But I brought them anyway! Just two or three pairs of pants, a few shirts, two jackets, and a sweater is ideal for a trip like this. I was inspired to go home and try to create a capsule wardrobe. It’s perfect for curbing your shopping addiction and packing light. Another issue with over-packing is you can’t fit anything new in your suitcase.
Anytime you go abroad, you want to buy trinkets and gifts for people, and if you’re like me, you’ll want to buy more clothes you don’t need. I would see things and think, “ugh, I wish I could buy this, but it won’t fit in my luggage.” When is the next time I am going to be in Europe? Who knows. I was sacrificing my experience for clothes I did not even wear.
The real reason I am now so passionate about light packing is simply because of the sole act of traveling. When traveling between countries, you will be in multiple airports, trains, buses, and subways; you name it. Dragging heavy luggage makes this experience more difficult than it already is. You’re already struggling to locate your connecting flight and find your hotel. Now add the stress of managing your belongings.
There were moments on this trip when I faced weakness, and I learned to persevere. Climbing up cobblestone hills in the South of France was an experience I will never forget. I had about 15 pounds on my back, two coats on, and was dragging a packed suitcase to the brim up a 90-degree hill. I bet you can picture this tragic scene. But I persevered. This is where I learned my lesson. This is where I learned my lesson. At that moment, I knew, Tyla, it is time to start packing light. Another thing I noticed was the Europeans typically dressed very simply. We, the Americans, were sticking out like sore thumbs trying to fit in. Wearing neutrals and black is the best way to go. LESS IS MORE. Simple is better.
Rating pasta I ate abroad.
What was I supposed to do, not eat pasta in Italy?
(Don't worry I ate more. Not all of the pasta I ate made it.)
Ferragamo! Thank you!
I want to give a special thank you to the Salvatore Ferragamo Museum. The museum was an amazing experience, and there was also an entire exhibition on women’s history. This is not something I have seen very often. Yes, Women’s rights and women’s artwork, but never a focus on how we have grown in society and into the workforce. I will not lie; this was not the best day for me. I was feeling ill and exhausted, and the weather in Florence did not help. It was cold, rainy, and cloudy. Being there was honestly the last place I wanted to be. But this exhibition brought life back to me.
We started in a room playing home videos of the Ferragamo family. I was immediately drawn to the screens. I love VHS/old-style videography. I was mesmerized, it was already off to a good start. This exhibition was all about women in the workforce and the rise through the decades. There was artwork, fashion design, broadcasting, publication, and more. It was amazing to see examples of women and their work throughout this entire exhibition. It inspired me to start researching more about the women’s rights movement and the propaganda art style. We saw hints of Wanda Ferragamo throughout the exhibit as well. When her husband, the founder, passed away, she had to take over the business. She raised their children and became a remarkably successful businesswoman.
There was a showroom full of dresses and sets designed by the brand. What really caught my attention was the wall of shoes. An entire wall is dedicated to some of their most iconic designs. You could even see a pair that Audrey Hepburn wore. My favorite section was way in the back. There were old kitchen appliances and large pop art framed artworks. I love seeing the color of the coffee makers, bottle labels, and tin can designs. Seeing the difference in graphic design from then to now is crazy. I was reminded of the Museum of Brands in that room.
I paid attention to the flow of the space as well. Experience is a new topic I am focusing on. The walls were numbered, so you knew which section to walk into next. Each setting was dynamic and had thin hallways to guide you. Each part was a different experience. There were videos in three of them, a fake kitchen in one, historical information in another, and the dress showroom, of course. Even with the fun artwork, there was plenty of history sprinkled alongside it. You were constantly reminded of the women’s dedication and hard work. I walked through the entire exhibit on my own around four times. I was in awe, overjoyed, and inspired. This experience meant a lot to me, it was a great way to end the trip. So once again, thank you, Ferragamo.
Ferrari Museum Tour
I'm not a car girl... but this was seriously cool.
An ode to Lacoste.
Déjà vu: “a feeling of having already experienced the present situation.”
Nostalgia: “a sentimental longing or wistful affection for the past, typically for a period or place with happy personal associations.”
Déjà vu and Nostalgia.I wish there were a combination of these two words. It would adequately describe how I felt when I stepped foot in Lacoste. Nostalgia for history overcame me, and the déjà vu from my previous visit gave me comfort. I had been there the year before for another excursion, in a different season, with a different group, but with the same professor. I felt at peace and overwhelmed with gratitude upon arrival, both times. Grateful for life, opportunity, family, education, and just everything.
That campus makes me feel like I am in the right place at the right time– sense of belonging and happiness. I can still picture the stone walls and crooked door frames. I know it like the back of my hand. Everything about Lacoste is perfect. Even in the winter. There is no place like it. Nothing will ever compare to the energy in those hills, no matter what season. When we got off the bus, the crisp air felt familiar, like I had never left. Lacoste has put me through challenging times. It has taught me lessons and given me blessings. Being there in the summer showed me the sunflowers, lavender, and blue skies. Winter showed me raw beauty and isolation in a good way.
The South of France is gorgeous. The style of houses, countryside views, and rolling hills are incomparable. Both seasons set different tones but evoked all the same emotions. Summertime gave me shades of purple, blue, and yellow. While winter gave me creams and greens. Summer was full of unknowns and discoveries, and winter was certain. On my first visit, I had just switched my major and had no idea what I was doing. I had no direction but felt confident in my decision.
My second visit proved my decision was right. I was there for my major, growing my network and knowledge. A scared freshman versus a secure junior. Lacoste is truly magical. It feels like a dream. Even the dorms are like no other place.It feels like a fantasy. When will you ever stay in a medieval village again? It is a privilege to even say I visited. I constantly think about Le Sade, Michele, and Pauline. They are so welcoming to the students, and the food is amazing. Lacoste has an indescribable aura. I am forever thankful for this opportunity and SCAD for creating this space.
Mini Vlogs
Gallery
Thank you!
Find me on social. Let's connect!
Special thank you to SCAD for this amazing opportunity.
Thank you to Professor Betancur for making this all happen and surviving three weeks with us.