Ferrari: new product launch in Rome | Genius Progetti

The Exclusive Club concept in Rome

Rome: first stop of the European tour dedicated to the launch of a new car model. The concept of “The Exclusive Club” inside the Rome Convention Centre.

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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

Rome, Italy

New product launch in Rome Convention Centre

Rome was the first of the 5-city product launch tour throughout Europe. This private preview of a new car model was held in an exclusive venue: the Rome Convention Centre. This building was designed by renown architect Massimiliano Fuksas, in fact, it is known as the “Nuvola di Fuksas” or “Fuksas’ Cloud” because the central auditorium features an immense floating cloud in the central foyer which was dramatically lit for the occasion.

Due to the nature of the complexity of the production set, the “black box”, specific technical checks and drawings were necessary to ensure the success of the event meaning that the electrical requirements were adequate for the venue.

Interactive car reveal show

The lighting and interior design created for this event highlighted the architectural elements of this highly exclusive venue. The Rome Convention Centre was lit to exalt the impressive cloud structure seen through the massive exterior windows. The entrance ring was in laminated brushed gold with all rooms visible from the exterior through transparent crystal walls.

Guests were greeted by a red carpet and media photographers. They were then guided into the “cloud”, where “The Exclusive Club” awaited them. Inside this custom art deco inspired lounge club was set a magnificent gourmet Italian buffet. Guests could finally attend an interactive car reveal show.

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