The first half of our grand reveal, in the late morning, was aimed at journalists, influencers, partners and key customers, comprising a presentation of the range and breakout areas for product testing. The second, a music and performance-led experience in the evening, was created especially for the consumer target audience – millennials and centennials – and hosted by DJ and social media personality Gianluca Gazzoli.

An imposing audiovisual system with over 128 square metres of screens provided a spectacular backdrop for both the product presentations and artist performances, with the Jologik crew, Fedez and DJ sets from Federico Gardenghi and Valentina Sartorio all creating an electric atmosphere.

In addition to the live show, we created an experiential world with distinctive zones for product exploration: the first was more traditional, with a team of 30 product trainers on hand to help guests discover over 100 devices, and the second more playful, appealing to the needs of the target audience.