MERCEDES ITALIA 150TH ANNIVERSARY·event direction & spatial design
To celebrate 150 years of heritage at the 40th Auto e Moto d'Epoca, Mercedes-Benz Italia sought to bridge its storied past with a future defined by "creating desire." Working with the creative concept by Impronta, I transformed the historic heart of Bologna into a living stage.
Spatial Narrative
Bologna's historic streets turned into a synchronized brand tribute
Bologna's historic streets turned into a synchronized brand tribute
Logistical Choreography
A dynamic car parade through active city traffic, brand legacy in focus
A dynamic car parade through active city traffic, brand legacy in focus
The Visual Climax
A final showcase engineered as an emotional crescendo honoring Mercedes' Italian roots
A final showcase engineered as an emotional crescendo honoring Mercedes' Italian roots
