Ferrari: new product launch in Paris | Genius Progetti

The Exclusive Club concept in Paris

Parisien launch of a new car model, part of a European premiere tour. The concept of “The Exclusive Club” in the Tuileries Gardens.

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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.

Event

New product launch

Location

Paris, France

New car launch in Paris

Paris was chosen for a two-day event to present and launch a new car model. The venue of the event, the Tuileries Garden, was located between the Louvre Museum and the Place de la Concorde in the 1st arrondissement.

To recreate the concept of “The Exclusive Club”, we build a custom 1.000 square meter temporary marquee as production facility for the event. All location scouting and build management including build certificates, electricity requirements, set up and take down were solely managed by Genius Progetti.

Concept adaptation in a marquee

The Paris private launch was a spectacle itself, with guests arriving at the gardens, after the closure, along a suggestive red-lit path through the trees. Inside the marquee guests were welcomed into “The Exclusive Club” atmosphere. All furniture including couches, tables, bars and other elements of the decor were custom designed and created for the event. Along with the large marquee were the kitchen marquee and luxury temporary washrooms.

Genius Progetti organized an interactive custom short film for the evening and live entertainment that introduced the impressive car reveal.

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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.

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