Client BMW Group Italia SpA - MINI Brand
Location Rome
Typology of the project and activity Large Entertainment Event - Organizing office and Press office - Sets and Shows - Production - Automotive
BMW Italia SpA issued a call to tender for the organization of a summer party "with strong emotional impact" in Rome, at a suitable location for the press preview presentation and the presentation to the public of three CHARACTER MINIS (MINI SEVEN, MINI PARK LANE and MINI CHECKMATE). The project requirements included a concept designed to communicate the worlds of each of the three CHARACTER MINIS, the design of the sets and concepts for the performances, the supplier briefs, budget control, coordination of the agencies involved and management of the journalists attending the press conference.
The MAC Group presented the winning bid with a Multivision Design show by Paolo Burroni, one of Italy's best-known artists both at home and internationally. The distinctive location chosen added a further touch of magic to the evening. The Istituto Superiore Antincendi (I.S.A.) - a fire service college in the former premises of the Magazzini Generali warehousing company, now owned by the Ministry of the Interior - is a fascinating example of historical industrial architecture that has been thoughtfully restored.
MAC provided the concept for the event and Paolo Burroni developed the creative themes interpreting the three CHARACTER MINIS, choosing the dedicated images and music. The MAC Group directed the sequence of performances and coordinated a team of 7 suppliers to organize every aspect of the evening. This ranged from the sets designed by the MAC Group for the presentation of the cars, using different sets tailored to each of the three different customer target groups identified, to the PR activity for choosing the guests and the selection of the hostesses and security personnel. During the Multivision Design evening the public were served drinks that were likewise tailored to the three different target groups: younger and fun-loving, more chic yet informal, and more sporting yet non-competitive.
In addition to the presentation to the public, the MAC Group also organized the preview presentation of the three MINIS to accredited journalists in the I.S.A. library. The room was appropriately customized to create a coordinated image with graphics, totems and a projector screen. The presentation program included a dinner in the adjacent rooms (also customized in line with the MINI themes), with catering that the MAC Group commissioned from a well-known and highly-respected Roman catering company. The event also benefited from a dedicated press area, completely immersed in the Multivision show within the car presentation arena, creating a special stage from which to watch the unfolding events of the evening.
