A market leader whose key elements of communication are design and innovation.

We were able to develop this theme in what is perhaps a surprising location, the gentle hills of Chianti. The journalists from all over the world saw Tuscany in a new light. The modern hotel was created from the spaces of an ancient village. The route studied for the test drive took in famous wine cellars, designed by the great masters of contemporary architecture which were used for photoshoots and commercials. We made a play on the connection between form and content, the cellar and its wine, technology and design.

The moments of conviviality were staged between rows of vines and in the cool courtyards of the ancient country houses. In Florence we chose to show a very different aspect from the somewhat rigid iconography of the city by creating meetings and discussions with young artists in their studios.

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