To support the launch of Max Mara’s new flagship store in Old Bond Street, London with a high profile and original concept to establish talkability and media exposure.
We developed the first ever art prize for women and enlisted the support of The Whitechapel Gallery and leading art curator, Iwona Blaswick. The prize was launched in-store at a private media and celebrity viewing, followed by an exclusive dinner at the newly launched Swiss Re Tower. Subsequently the prize was launched to an elite group of media and arts cognoscenti at the Italian Embassy .
The Max Mara Art Prize for Women is still successfully running today and laid the foundations for the launch of the Maramotti Art Foundation and a plethora of stories in a broad cross section of media. The prize is also successfully used as a PR focus in other markets.
The high profile party and in store installation generated multi-media coverage in all key titles and a marked increase in footfall.