LAVAZZA
FOOD SERVICE CONVENTION

Free Event conceived, produced and organized the Lavazza Food Service Convention that took place at   East End Studios in Milano. 300 Lavazza dealers, together with the family and the managing directors, for two days of training and entertainment.

The set up was impressive, with graphical tailor-made tools to mark the way, plus Lavazza emblems, bilboard, totem and above all a giant coffee-cup, that in the opening act of the show was mapped with some emotional videos, and then lifted up to illuminate the small plate-shaped stage. The company contents were reproduced on a big ledwall that open in two every time a speaker needed to get on stage. The first day ended with a gala dinner and the performance of the international DJ Jessie Diamond.

Guests were enthusiast of the show: on the second day the atmosphere was thrilling, and everyone was glad to partecipate to something special, conceived for them and for the ultimate Lavazza’s goal: keep on growing in the FS market as well as everywhere else.

To Lavazza, Free Event offered a full package, thus taking care of every step of the project:

• Strategical analysis and creative ideas
• Location scouting
• Logo, claim, graphical mood
• Communication materials (invitation, save the date, totem and much more)
• Contents development
• Artists Scouting 
• Scenography design and development (ledwall, stage, small coffee cup mok up)
• Show production and organization
• Event Live direction (lights, audio, video contents, live shooting)
• Wristbands development and effects management
• Video Mapping script, production and editing 
• Emotional videos (N°2) script, production and editing 
• Product and interview videos (N° 5) script, production and editing
• Guest list and welcome service
• Gift study and development
• Logistic and Transfer
• Technical crew coordination
• Food and beverage coordination
• Construction site security procedures