Cliente BTicino Spa
Location Paris - Ecole Nationale Supèrieure des Beux Arts
Partnership The Round Table
Typology of the project and activity Product launch targeted at clients, press and opinion leader - Design, set-up and shows - Video production,3dmapping
Objectives
- International launch of the new Living Light range of products, which expand the two principal lines in the catalogue, on the one hand informing and motivating the target audience and reference market, and on the other enhancing the role and authoritativeness of BTicino within the Legrand Group to which it belongs.
- About 400 people involved, prevalently top clients (wholesalers, estate agents) and some members of the design and architectural press, architects, opinion leaders of the sector; some journalists. The guests came from Italy, France, Belgium, Spain, Portugal and Turkey.
Strategic guidelines
Light is the element from which BTicino was born: therefore an event made of light was created, which generates visions and suggestions, characterises decoration, played and diffuses the contents and messages. The guests were involved in a unique, surprising, spectacular experience, where light, new technology, visual art, music, taste, design and architecture were used to enhance BTicino's key messages.
Action
The fundamental values of the Living Light line were staged and experienced - evolution, combination, personalisation - and its unique qualities - shape, texture and colour, a high degree of technological innovation - using an effective mix of communications and relations instruments, making this presentation event a 'unique' one in relation to the standards of the guests and clients.
The unusual location of the Académie des Beaux Arts in Paris hosted a function, which was respectful of its historical and cultural context, but at the same time similar to the style of the company, integrating art and design, history and coolness.
L'Ecole des Beaux Arts was transformed into a prestigious and surprising, brightly lit lounge. Here, the guests took part in a unique and spectacular experience, where light, new technology, visual art, music, taste, design and architecture fused to enhance the key messages of BTicino, interacting with the products and their representation by using new and technologically innovative solutions.
In the first part: a 'journey in architectural light' transformed first the walls of the salon into large 'frescoes of light', which then instigated the 'Evolution' video projection, which introduced the moment of greeting and the presentation by top management, conducted as a sequential interview that projected into real time a synthesis of the contents in four different languages.
The reveal was launched in this phase with the multi-media unveiling of the product-panels.
In the second part during dinner (excellent catering by Fouchon) the LIVING LIGHT products and three integral elements - shapes, colours and technology - inspired three light performances, each one preceded by a brief passage of live music by a singer who performed without a musical base.
Result
Great success was registered among the public and guests; there was a high degree of attention and interaction with the products and company representatives by the clients, as well as its international and Italian top management.
