Client Milan City Council - Assessorato Moda, Spettacolo e Grandi Eventi (Department for Fashion, Shows and Major Events)
Location Palazzo Reale - Milan
Typology of the project and activity Regional Marketing - Sets and Shows
Milan City Council commissioned the MAC Group (winner of a competitive bidding) to organize every aspect of a charity masked ball, the proceeds from which were donated to the Italian Dyslexia Association, as part of the celebrations of the Ambrosian Carnival and to complement the "Settimana di Bellezza" (Beauty Week). Attendance at the ball was by invitation only, sent to guests selected by Milan City Council's Department for Fashion, Shows and Events and Department for Culture.
The theme that the MAC Group conceived for the evening was a costume ball that faithfully recreated a mid-1800s feel in every respect. This inspired concept made it possible to combine spectacle with the architectural splendor of the famous Sala delle Cariatidi hall in Milan's former Royal Palace, the Palazzo Reale.
The MAC Group took care of every aspect of the evening, from the creative concepts through to the details of its organization, the sets in the halls, the lighting and sound systems, and the artists who performed for the guests. Invaluable assistance was provided through a partnership with the Società di Danza school of 19th century dance. The school developed the program for the evening with its dancers in costume and a Conductor who suggested the main dances of the period and involved the guests in dancing to Verdi played by the Milano Classica twenty-piece orchestra. The Orchestra was chosen in consultancy with the Milanese company Oraeventi.
The choice of caterers and creation of the menu in line with the tastes of the period was the work of the MAC Group. Bookings were handled using a dedicated telephone line and online information that was updated in real time and could be found through both the City Council and Italian Dyslexia Association websites.
