Posted 16 April 2014
We're back from Milan after designing a campaign experience for Ford to launch their new S-MAX Vignale and provide a hospitality lounge at Salone del Mobile.
The first step was to create the brand ‘Casa Vignale’ to unify the experiences, referencing the Vignale design and craft values.
The main event was the S-MAX Vignale car launch in the courtyard of the magnificent Palazzo Reale. We created a contemporary installation with a mirror finish, effectively wrapping the product in the reflections of the beautiful neoclassical architecture.
Inside this intriguing structure, Ford executives delivered an engaging presentation communicating the Vignale values to a specialist automotive and lifestyle audience before revealing the vehicle itself.
Over at Salone del Mobile, the international furniture design fair, we created the ‘Vignale Lounge’ exclusively for media partners and members of the press. The lounge hosted a guest panel discussion debating the democratisation of luxury to a packed audience.
Guests were able to engage with the Ford design story, learning more about their creative processes, designers, and clay modellers. This was brought to life with the display of an intricate Vignale clay model seat, alongside Ford design inspirations and Vignale lifestyle products.
Superb hospitality was on hand throughout to offer Italian cuisine and plenty of Prosecco, as guests used the lounge to relax or work within Salone del Mobile.
Our bespoke microsite, www.ford-vignale.com tells the Ford Vignale design and service story. Hosted within the lounge, it also provided guests with an insight into the Ford designers' top picks of the show. Service indeed!