Driving experience in Switzerland for the brand's top clients

Driving experience on the ice tracks of Switzerland for the brand's top clients

Driving experience on the ice tracks of Switzerland for the brand's top clients

The client

Famous Italian manufacturer of sports cars that excel in innovation, technology, driving pleasure and design. Also known for its success in Formula 1.




St. Moritz, Switzerland

Driving event on track in St. Moritz

In February, at a time of the year when the events calendar generally stops, one of the most well-known Italian motor brands asked Genius Progetti to organize and produce a new and special experience to engage its clients.

The location of the event was the snow-covered landscape of St. Moritz, Switzerland, an unusual context, difficult to make comfortable and elegant as in the expectations of the brand.

The "on ice" concept of the experience

Our team has developed a new concept by converting an already consolidated and successful format to adapt it to the location: a special driving experience… on ice tracks. Objective of the event: to test yourself by improving your driving techniques, in this case on an unusual surface, thanks to the presence of official instructors.

The guests selected by the brand to participate in the experience enthusiastically welcomed the opportunity to test their skills safely on ice and snow.

Hospitality, collateral activities and location scouting

Our task was to design and coordinate the event while maintaining high standards and taking care of every detail despite the difficult logistics of ice and snow at a height of over 2,500 meters.

In addition to the driving experience in the snow, some side activities were also organized for guests that filled their days until the end of the event. Our team has in fact taken care of the hospitality, extra activities and location scouting.

The success of the event was determined by the ability of our team to adapt each element of the event to the context. For hospitality, we paid particular attention to furnishings and materials to create a warm and welcoming environment similar to mountain huts.

The side activities featured the Swiss landscape and nature. Guests took part in a carriage ride in the snow and a magical train experience in the mountains.

The goal achieved: excellence, elegance, engagement

Choosing the locations to organize meals also required careful scouting. Considering the logistics and timing we have selected a modern mountain lodge for dinner and a comfortable lake view environment for lunch.

We were able to maintain and guarantee the excellence and elegance of the event in an unusual context thanks to the skills of our team and the experience gained over time with similar events throughout Europe.

Get in touch

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