Fratelli Giacomel

Sector
Automotive retail
Project
Audi Milan dealership opening event
What we’ve done
Art direction, Event concept & design, Graphic design, Styling, Video,

Case study

To celebrate the opening of the new Audi Fratelli Giacomel dealership in Milan, we designed and produced a fully integrated project combining event concept & design, art direction, communication and operational management. Together with two strategic partners – Mirò Comunicazione, responsible for PR, digital marketing and social media marketing, and Synesthesia, specialized in events – we created a premium experience where creativity, precision and attention to detail merge seamlessly.

The inauguration project covered the entire communication ecosystem: concept, visual identity, graphic design, styling, stand design, organizational management, corporate content, catering and a dedicated show for the launch of the new Audi Q3, attended by institutional representatives and the President of Audi Italia. A concrete demonstration of how an integrated team can generate real, long-lasting value for the brand.

Concept and Key Visual

The concept “The Giacomel Club – The New Heartbeat of Milano” positions the new Audi dealership as the beating heart of the city: a place that radiates energy, connection and movement, echoing the spirit of Milan: innovative, vibrant and constantly evolving.

The key visual revolves around a bold, technologically inspired heart that symbolizes vitality, acceleration and the forward-thinking nature of the Audi ecosystem. This icon becomes the core of a visual identity designed to evolve over time and support a long-term communication platform for future initiatives, events and branded content signed by Fratelli Giacomel.

Digital invitation system, giveaways and event materials

To ensure a seamless guest journey, we developed a digital invitation system designed with a UI/UX approach that simplifies registration, confirmations and attendee management.

We also curated a selection of exclusive gadget items and coordinated materials – including menus, welcome assets and editorial content – created following a cohesive graphic design direction. These elements form a refined set of catalogs & brochures, enhancing the identity of The Giacomel Club and ensuring a consistent brand experience both online and offline.

Every component – digital or physical – was conceived to reinforce the value of the launch event as the first chapter of a communication platform destined to grow, evolve and host future initiatives signed by Fratelli Giacomel.

Installations, talent show, catering

The event was conceived as a multi-layered immersive experience shaped through art direction and a comprehensive event design approach. The dealership was transformed into an elegant contemporary lounge through scenographic elements, lighting design and styling solutions aligned with the event concept, drawing inspiration from the world of trade fair communication while retaining the exclusivity of a premium brand space.

The evening featured a dedicated talent show for the launch of the new Audi Q3, enhanced by original video content and light motion graphics to elevate the reveal moment.

The catering experience was carefully designed as part of the storytelling, offering a refined gastronomic journey consistent with the event’s identity and atmosphere.

The New Heartbeat of Milano

Audi Milan dealership opening event

Concept and Key Visual

Digital invitation system, giveaways and event materials

Installations, talent show, catering