Pirelli made the strategic decision to move its flagship AGM to London in order to capture the excitement, glamour and vibrancy of the City, and not least the prominence of its financial district.
The brief presented to innovision? To create a simple, stylish, elegant, open and grand event.
Location was everything. Pirelli was on the lookout for a venue which was future-focussed and edgy, whilst remaining true to the marque’s brand values, rich history and tradition.
As a brand of intrigue and contrasts, we took Pirelli’s Italian heritage and sophistication and mixed it with a gritty East London warehouse to reflect its long industrial tradition.
We created a highly innovative series of installations, based on the Pirelli product – including a ‘welly-wall’, light-box installations of Pirelli’s famous calendars and a beautifully curated display of Pirelli’s range of tyres. We also designed and created a giant printed image, which covered the entire façade of the building for added impact on arrival.
We succeeded in creating an intimate and dynamic setting for 300 investors and 100 journalists. The juxtaposition worked brilliantly, with our huge technical infrastructure sitting behind a slick and stylish event, which exuded Pirelli’s brand values.