Launch of a new Ferrari model: the supercar catwalk | Genius Progetti

New product launch: supercar catwalk

New product launch: supercar catwalk

This concept, developed by Genius Progetti, was the first time a supercar was presented on the same runway as a haute couture fashion show.

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.


Product launch


London, UK – Berlin, Germany

Fashion show concept to launch a new supercar

There are many synergies between the world of haute couture and luxury supercar. Each year new car models are revealed similar to the way that a fashion house presents their new collections. Exotic car models are often revisited with new versions, technology, colors and performance characteristics as happens with fashion collections.

Starting from this assumption, we have created a peculiar concept named “The Supercar Alta Moda Sfilata” to launch a new exotic car for our client’s European clientele.

Event creation and design

A fashion runway show, live performance and the presentation of a new car model: these were the basic elements behind “The Supercar Alta Moda Sfilata” concept developed for our client.

Circa 2.000 top-level clients were welcomed to two events: one in London and the other one in Berlin. This event was originally created and produced for the Old Billingsgate on the North bank of the River Thames in London and subsequently reproduced for another evening at the Orangerie Schloss Charlottenburg in Berlin.

Car reveal show

Guests were welcomed with an outdoor cocktail and then invited to seat to enjoy a fully served Italian gourmet meal. The car reveal show was preceded by a modern dance performance inspired by the four seasons with a multimedia theatrical production to enhance the four types of the car model.

This show included an in-door snowfall, custom digital videos exploring the car’s performance innovations and an interactive dance choreography. After the performance guests were welcomed to test car features and enjoy the open bar and DJ.

Our work for the event

The entire conception, design, production, build and management of each of the events in London and Berlin were entrusted to Genius Progetti.

  • Location: scouting, rental agreement, technical assessment, technical layout and 3-D renders;
  • Permits & Security: building permits, security plan, security on-site pre and during the event, author rights, parking permits and public land permits;
  • Concept & Entertainment: launch concept “Supercar Alta Moda Sfilata”;
  • Video Creation: creation of artistic technical videos highlighting car performance features;
  • Production and Event Run Down: curation of the event run down including video, interior design, menu and product demonstrations;
  • Food & Beverage: caterer scouting, menu testing and creation, on-site full kitchen (including electrical hook-up, water and exceptional kitchen facility creation). Management of all food and beverage service including wait staff, cocktail and special dietary need requests;
  • Print Graphics: development of event logo and subsequent printed marketing and signage materials;
  • Front of House Direction & Audio/Visual Management: complete set-up of sound reinforcement system and lighting control. Our management includes multiple sound and technical checks and complete technical run-throughs including live event production management;
  • Client Hospitality: scouting and management of hosting staff, client gift creation and distribution and post-event taxi service management;
  • Set-up and take down: our competent and professional staff developed the comprehensive technical layout for this space with a 3 day build time and fast takedown post-event.

Get in touch

Our mission is to realize your ideas and goals taking care of every detail.
Let us take care of the concept and design of your special events or your exhibition stands.

Get in touch with us and share a quick brief!

Contact us

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