You don’t turn 60 every day — that holds true both if you are a person and if you happen to be the first association in Italy dedicated to women entrepreneurs and business leaders. So when AIDDA asked us to help organise their anniversary gala, we knew it had to be more than just a beautiful dinner. It had to feel meaningful. Personal. A celebration of everything they’ve built — and a moment to look ahead.
AIDDA has been around since 1961, founded in Turin by women who wanted more space at the table — and were ready to create it themselves. Over the years, it’s grown into a strong network of professionals and business owners across Italy. So this wasn’t just another corporate event. It was a milestone, for them and for the wider business community.
First step: finding a place that felt right
We were looking for a venue that could hold 100 people, feel elegant but not stiff, and say something about AIDDA’s identity. Milan gave us a lot of options, but we kept coming back to one place: San Babila. It just made sense. Central, stylish, easy to reach. It’s the kind of area where business and creativity meet — very much in line with who AIDDA is.
The San Babila area represents Milan's sophisticated heart, where fashion, business, and culture intersect. This trendy, affluent district houses some of the city's most prestigious addresses, cultural institutions, boutiques, and commercial establishments, making it a natural choice for celebrating women's entrepreneurship achievements. The location's proximity to Milan's business centre ensured convenient access for AIDDA's members and distinguished guests.
Why San Babila worked so well
It ultimately comes down to a place's energy. Yes, we are actually saying it: sometimes you have to make choices based on vibes. There’s something about San Babila that feels current, but with depth. We found a beautiful old mansion tucked away in the area that offered exactly the kind of atmosphere we were after: refined, a little grand, but still warm. It didn’t try too hard. It just worked.
The night itself
Guests arrived in the early evening for a cocktail reception. No rush, no rigid schedule. Just time to catch up, meet new people, and settle in. A saxophonist played in the background — smooth, subtle, never overpowering. It gave the space a tone of quiet celebration. Dinner followed. We’d worked closely with the caterers on a menu that felt traditionally Italian but had some surprising touches. The wine pairings were selected with care, not just to match the food, but to honour Italy’s incredible regional winemaking. It turned out to be a great conversation starter at the tables.
During the evening, the president of AIDDA took the floor. Her speech wasn’t overly polished — and that’s why it worked. It was honest, reflective, emotional in the best way. She spoke about where they started, how far they’d come, and what still needed to be done. It grounded the whole evening.
What we took care of
Beyond the venue and catering, we helped coordinate everything behind the scenes — working with AIDDA’s own suppliers and adding our own touches where needed:
- The florals were simple and striking. Not overdone, just the right kind of colour and structure to make the space feel alive.
- The timing of everything was mapped out but flexible. We wanted the event to feel organised but never rushed.
- We made sure everyone — from VIPs to long-time members — felt seen and considered, even in the small things, like seating.
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The feedback
More than one guest came up to AIDDA’s leadership and said, “This was the best event we’ve ever had.” There was warmth in the room. People lingered. They didn’t want the night to end. There’s a difference between an event that looks good and one that feels good. This one felt right. Not flashy. Not overdone. Just real, celebratory, and full of pride. And for us, being able to help bring that to life was genuinely rewarding.
