‘Three days of elegance, performance, and beauty in the stunning Capri to celebrate Pershing’s 40th anniversary with the World Premiere of the new Pershing GTX70.
To honor 40 years of passion and excellence by embodying the company’s motto: “Do not celebrate history, make it.” Together with Pershing, we chose to mark this milestone by looking ahead and unveiling a new brand masterpiece: the Pershing GTX70. Could we do it in the usual way? Of course not. We created a launch never before attempted in the nautical world: an experience designed to amaze clients, prospects, media, and fans worldwide. A bespoke and daring event where luxury met adrenaline, performance, and design.
A key aim was also to make Capri the event’s co-star, enhancing its bold beauty and magnetic authenticity as the perfect stage for a daring World Première in pure Pershing style. From the beginning, FREE EVENT and the client worked side by side to express, through every touchpoint, the essence of a brand defined by instinct, speed, and design.
‘In Capri, Pershing wrote a new chapter in its story, celebrating 40 years of success with the launch of the GTX70. Reinterpreting the concept “Don’t celebrate history. Make it,” the creative direction envisioned a refined yet bold event: three days of pure emotion featuring dinner shows, artistic performances, gourmet experiences, and a parade of iconic models. The narrative culminated at the legendary Canzone del Mare with a breathtaking drone that reinterpreted Ennio Morricone’s music, unveiling the GTX70 in a world-first for the yachting industry. A visually powerful choreography blending technology, creativity, and storytelling within Capri’s natural beauty, where international guests could live an immersive multisensory journey – the perfumes of the island, the magnetic light-show dancing with the reflection of water, the five-star food – framed by the Faraglioni and by an astonishing full moon.
