Brand Experiences / Brand Events
Maserati | Mission from Mars | Milan
Produced by Balich Wonder Studio
The official launch of the new Maserati Grecale Fuoriserie
From the 22nd to the 27th of March, Piazza Gae Aulenti was the theatre of the official unveiling of the new Maserati Grecale custom-built car.
The day before the Maserati digital unveil, the structure of a manufactured car, styled in pop art design, was placed in the location, generating astonishment and curiosity among the crowd, thanks to the visual effects. On the installation were applied two QR codes allowing them to access the “House of Maserati” website dedicated to the digital unveiling of the new car and the event’s Instagram filter.
The revelation, both physical and digital, of the new Maserati took place on the same day: in Gae Aulenti Square. Six performers gradually removed the packaging to the beat of an ad hoc music selection.
The audience was invited to collect pictures, ask for information, and above all interact with the installation. For the Gala Evening, hosted in Salone dei Tessuti, the theme selected was “Mission from Mars”. On this occasion, guests were treated to a countdown that revealed not only the futuristic new car but also the evening’s performer Dardust and his musicians. On this Martian-themed evening, red and orange tones dominated the scene, with performers dressed as astronauts also accompanying the presentation show.
The whole performance was framed by fascinating visions of Mars projected via LED screens resulting in an extra-terrestrial experience.