04 Sep Organizing an event for the World’s finest: Free Event for Ferrari City Race
On the occasion of the Monza GP, Ferrari City Race returned to Milan, a public event full of speed, with lots of activities for adults and children organized in the village of Via Berchet and via Ugo Foscolo, in front of the Ferrari Store. Creativity, production and coordination by Free Event, which for the second year in a row was awarded the tender called by the Maranello brand for the realization of the event.
“Organizing an event like this is complex but full of satisfactions” – said Free Event CEO Andrea Camporesi. “As in every project we start from the creative idea, from the type of setting we want to create and from how to enhance the Ferrari brand and the brand partners, also protagonists of the various activities. Then you have to proceed with the planting and related municipal permits, not to be underestimated when working in a central area of great historical importance. Then we proceed with the study of the sets, activities, graphics and communication. Personnel management is also fundamental: in this case we had to coordinate over 25 people who had to interact with several thousand people – including many children – every single day. In such a context it becomes essential to create a united, skilled and competent work team to better manage reception and animation “.
In addition to Ferrari, there have been many brand partners involved, including Carrera, Ferrari World Abu Dhabi, Lego, Rastar, Bburago, Thrustmaster, Movado, Panini, Rayban and Mesuca. For each of them, the events and productions agency studied a special set-up and an original activity that would enhance the product and involve guests.
The audio – video set-up is also of particular importance, with a large double-sided LED for the broadcasting of Ferrari video contributions. The Village was covered by a large tensile structure in crystal, which in addition to enhancing the spaces allowed the development of the activities despite the uncertain weather.
Organizing an event in Milan also means knowing how to build the right partnerships: in this case, Free Event collaborated with Mamies Club, association of Mothers of the territory, who promoted training with buggies for Cybex, and with the Municipal Police of Milan, for a road safety course dedicated to children.
“The numbers speak for themselves: thousands of participants every day and an important increase in store turnover. A clear sign of how this kind of events are good for companies and the city itself “continues Camporesi. “We are proud of the fact that the most famous and beloved brand in the world has chosen us for the second year in a row. Working with Ferrari is always exciting and a source of great satisfaction for us, because if they are the best to choose, it means that in your field you can excel. This is essential for us. ” Free Event has been collaborating with Ferrari for many years: see here some of the most beautiful projects that the events agency took care of for the Prancing Horse, from the Family Day 2017 to the GES Lunch and the world live presentation of the F1 car.