Client project property of MAC Group
Location Florence
Typology of the project and activity Automotive - Coordination and Production - Organizing Office and Press Office - Partnership & Co-marketing - Territorial Marketing - Integrated Communications
Objectives
- To produce a public relations event involving collectors from all over the world (gathered to display and spotlight their own collector's items), Opinion Leaders from the high-end world, Designers, and Celebrities
- To create one of the world's most prestigious and definitive automobile exhibitions gathering both classic and modern car enthusiasts through 'The Unique Cars International Concours', an ambitious competition dedicated to unique cars
- To establish an exhibition event with unique or rare objects from limited productions or that feature unique qualities defining them as pieces of history
- To develop, by consequence, a project that is broader than a simple event with a continuous presence throughout the year that would create an exclusive community of their collectors, 'the uniques Club'
- To transform the event not only into an opportunity for gathering, but also into a tool for business and strategic communications, thanks to parallel events created ad hoc beforehand, after the exhibition, and throughout the year, increasing opportunities of B2B meetings and public relations
Strategic guidelines
MAC Group reaffirmed the single format, replicable throughout the world comprehending a competition, exhibition, and social gathering: a showcase of cars and objects from the past and present, hailing from all over the world and sharing the common denominators of uniqueness, exclusivity, exceptionality, rarity, and singularity.
An exclusive event for a high target audience.
The choice was for an absence of car manufacturers as event sponsors, in order to allow them to play equal roles as actors and not as stars.
The event was staged in the evocative setting of Florence, making the city an integral component and not simply the event's backdrop. Beyond the spectacular scenery of the Palazzo, Giardino e Conventino della Gerardesca (Gherardesca Palace, Convent, and Garden), MAC Group planned exclusive visits and dinners in key, symbolic buildings of the city, like Terrazza degli Uffizi, Palazzo Vecchio and Palazzo Tornabuoni.
Action
MAC Group devised a strategic plan for the event's organization and production; it coordinated the event's three days, directly managing every creative, operational, logistical, welcoming, and administrative phase. The agency created a distinctive atmosphere, choosing to reserve the event to a limited number of public and entrants sharing a passion for 'beauty'.
From the 2nd to the 4th of September, the areas of the Palazzo, Giardino e Conventino della Gerardesca (today the Four Seasons Hotel of Florence), welcomed collectors and their cars registered for the event.
Three full days in which the Giardino della Gherardesca was adorned with over 80 unique cars coming from 14 different countries.
Cars were featured in the park and 'unique pieces' in the halls of the palace. Thanks to the participation of top-tier collectors and distinctive brands from the high-end, luxury world, the event boasted works of art, objects of high craftsmanship, and cars indoors, the combined total value of which was over 100 million Euro. Stefano Ricci presented his own creations: among those, a handloom from the 1700s currently still in use for weaving traditional Florentine fabrics in the Antico Setificio Fiorentino ('Ancient Florentine Silk Factory').
Works of art from a private collection were also on display within the event: eight oil paintings by artists of the calibre of Domenico Tintoretto, Giulio Cesare Procaccini, Guido Reni, and Luca Giordano. And contemporary art was not missing: following last year's performance, Christina Oiticica disinterred the work of art painted live in 2010, giving living proof of the results of interaction with mother heart, able to create a joint work together with nature. Wife of the Brazilian author Paolo Coelho, Christina Oiticica is famous for her richly original technique that combines painting with so-called Land Art.
The heart of the event was 'The Unique Cars International Concours'. The excellence of the Concours is also given by the Panel of Judges selected, able to assureimpart authority to the event. Like in 2010 Adolfo Orsi (expert in the automotive industry and grandson of the same-named entrepreneur who in 1937 purchased Maserati) and Tom Tjaarda (well-known American designer who has designed many models for Pininfarina), this year along with Lorenzo Ramaciotti (successful manager with an infallible eye and a profound knowledge of automobiles, Chief of Design at the FIAT Style Centre) and Christian Philippsen (one of the first organizers of top-level Concours d'Élégance, including the unforgettable Parisian event at Bagatelle).
The car that won favour with this expert Judges Panel, earning the title of Best of Show was the 1956 Ferrari 250 GT Berlinetta Zagato belonging to the well-known Beverly Hills collector David Sydorick.
Social engagements of a high level were enjoyed within the Four Seasons Hotel of Florence during the day and in some of the most exclusive and symbolic locations of Florence at night. The welcome cocktail for uniques special ones® was held in the Stefano Ricci boutique: followed by an exclusive guided visit to the Galleria degli Uffizi: the stunning location of the Terrazza degli Uffizi hosted the participants for the dinner. The Gala dinner on Saturday was held in the evocative setting of the Sala dei Cinquecento in Palazzo Vecchio, the use of which was specially granted by the City of Florence.
The Best of Show was revealed at the end of the uniques special ones® closing cocktail dinner in Conventino della Gherardesca: the enchanting Giardino della Gherardesca served as the setting for an evocative, elegant play of lights and music when the winner was unveiled.
To best feature the car manufacturers, coachbuilders, and sponsors of the event, a series of solutions were developed in order to make uniques special ones® the perfect tool for creating parallel Public Relations events geared toward top clients.
Zagato, popular coachbuilder from Milan with 92 years of history which made and keeps on making remarkable contribution to automotive history, had reserved a specially themed area: 26 cars from the atelier were on display. Never in Zagato's history has been possible to admire such a high number of Zagato cars in the same place: the chairman Andrea Zagato wondered around his atelier's creations during all three days.
Many brands chose to participate: from Aston Martin to Alfa Romeo, passing by Bugatti, Rolls-Royce, Maserati and Mercedes-Benz. The latestAlfa Romeo TZ3 Stradale made its European debut; also wasn't missing the Aston Martin V12 Zagato: prototype to be produced in a limited edition.
Stefano Ricci was Main Sponsor of the event; also partners were Officine Panerai, Tenuta Argentiera, and the Four Seasons Hotel of Florence.The event had the support of the City of Florence.
The numbers
- 82 cars exhibited
- 1000 attendees, including the selected participants, guests, and audience members
- Over 70 international collectors
- 14 countries represented
- A total value of 100 million Euro on display, between works of art, objects of high craftsmanship, and exhibited cars
- 33 automotive brands involved
- 40 national and international press representatives
- 5 national and international television stations in attendance
