Ferrari Amalfi World Première: suspended architecture over the port, open-air reveal and exclusive after-dinner party. The car unveiled over Amalfi’s sea as an icon of elegance, sportiness, lifestyle.
The goal: leverage the car’s powerful name, creating an event with multiple chances to link Ferrari to the positive, alluring values Amalfi evokes. The world premiere is the 1st step of the car’s launch journey: meant to unveil, present and narrate the model’s aesthetic and positioning to Ferrari clients and the wider world through media and social echo. The car, a blend of elegance and sportiness, deserved a special event to reveal its lines and essence and celebrate its name—kept secret until day one. We aimed to tie the launch to the beauty and sea colors (like its launch color) and the exclusive lifestyle this location inspires globally.
No idea, no event. With the car name linked to Amalfi, launching it there was a must. But no venue could fit even half the 3000 sqm needed. So came the bold idea: build a two-storey “villa” on Amalfi’s breakwater. An elegant architecture with a 360° view: Amalfi, sea, coastline. From the villa, the format was born: a true exclusive party. By night. In Italy’s Costiera, with international jet-set flair and music. It captured Ferrari Amalfi’s spirit and elegance. Guests first dined at 10 top hotels, then crossed Amalfi bay by boat to the villa party. At 10:30 pm, Amalfi was revealed—and a new story began.
