This concept, developed by Genius Progetti was  the first time a super car was presented with the same runway presentation as a haute couture fashion show.

Client Name Reserved


Super Car Launch Event

London, United Kingdom and Berlin, Germany


There are many synergies between the world of haute couture and luxury automobiles. Exotic car models are often revisited with new versions, technology, colours and performance characteristics each year and new models are revealed similar to the way that a fashion house presents their new collections.

“THE SUPER CAR ALTA MODA SFILATA” is the original concept that was created by Genius Progetti to reveal a new exotic car with a fashion show for the brand’s European clientele.   

2,000 top level clients were welcomed to events in London and Berlin. Guests were treated to a sit down dinner, live performance and a catwalk of the new model super car. 


A fashion runway show + live performance + new car model

This was the basic premise behind “THE SUPER CAR ALTA MODA SFILATA” concept that combined the worlds of the new super car with a full production fashion show in London, England and Berlin, Germany for over 2,000 of the brand’s top VIP clients in 2016.


This event was originally created and produced for the Old Billingsgate on the North bank of the River Thames in London.  1,000 guests were hosted over two evenings.  It was subsequently reproduced for another 1,000 guests at the Orangerie Schloss Charlottenburg in Berlin, Germany.
In some of the most renowned locations in Europe this new model super car was presented with a haut couture runway show.  Guests were welcomed with an outdoor cocktail and then seated to a fully served Italian gourmet meal.  The ‘car reveal’ was preceded by a modern dance piece inspired by the four seasons with a multi-media theatrical production high-lighting the four variations of the car model.


This show included an in-door snowfall, custom digital videos featuring the car’s performance innovations and an interactive dance choreography.  After the performance guests were welcomed to test car features and enjoy the open bar and dj.


Super Car Runway Show

4 Versions of the new super car were driven down a central runway

Live Modern Dance and Video Performance

Modern dance was merged with custom videos to bring the car’s features to life.

The Four Seasons

Centre pieces, mise en place, lighting and choreography were all inspired by the evening’s theme of the four seasons.

Full Technical Production

Live show production with full American truss and rigging, motorized LED walls and full 3D projections.
LONDON, United Kingdom

Genius progetti’s involvement

The entire conception, production, build and management of each of the 4 events in London and Berlin were entrusted to Genius Progetti.

Event Management Competencies:

  •  Location:  Scouting, rental agreement, technical assessment, technical layout and 3-D renders
  • Permits & Security: Building permits, security plan, security on-site pre and during event, author rights, parking permits and public land permits
  • Concept & Entertainment: Launch concept “Super Car Alta Moda Sfilata”
  • Video Creation:  Creation of artistic technical videos highlighting car performance features.
  • Production and Event Run Down: Curation of event run down including video, interior design, menu and product demonstrations
  • Food & Beverage: Caterer scouting, menu testing and creation,  on-site full kitchen  (including electrical hook-up, water and exceptional kitchen facility creation).  Management of all food and beverage service including wait staff, cocktail and special dietary need requests.
  • Print Graphics:  Development of event logo and subsequent printed marketing and signage materials.
  • Front of House Direction & Audio/Visual Management:  Complete set-up of sound reinforcement system and lighting control.  Our management includes multiple sound and technical checks and complete technical run-throughs including live event production management.
  • Client Hosting:  Scouting and management of hosting staff, client gift creation and distribution and post-event taxi service management.
  • Set-up and take down: Our competent and professional staff developed the comprehensive technical layout for this space with a 3 day build time and fast take down post-event. (less than 24 hours take down)

Special Production Characteristics

  • LAUNCH CONCEPT: Genius Progetti created and fully developed the concept for this multi European capital private preview
  • LOCATION REQUIREMENTS:  Scouting requirements for the space included the ability to have at least 4 cars enter, a large catwalk and dining area for 500 guests in top locations.
  • FURNISHINGS AND DÉCOR: Custom built furnishings were conceptualized and created for this event and mixed with curated designer items. The interior of the location was divided into four distinct sections each with their own identity referring to a different season.
  • ITALIAN GOURMET BUFFET AND CATERING: Best in Class Italian caterers were chosen for a full 3 course served dinner. Guests were treated to a champagne welcome cocktail and open bar.
  • CUSTOM CAR REVEAL SHOW Unlike a traditional car reveal Genius Progetti produced custom video animation highlighting the car’s features which was integrated into a modern dance piece together as part of the car “runway show”.  LED walls were synchronized with the dancers and lowered from ceiling height to floor level after the cars had made their runway entrance.  Tactile elements such as a real snow fall made the experience even more special.

Advanced Technical Set-Up

  • Animated digital 3D  video created as car feature presentation
  • Full HD laser projectors
  • Custom made black screens, raised and lowered onto performance platform
  • Full American Truss with complex rigging and multi-layer lighting system
  • Technical Backstage and Tech Riser Areas for complete production management .

Extensive Staff

  • Dedicated Creative and Management Staff: Over-all Art Director, Video Art Director, Interior decorator, Architect, Floral Designer, Light Designer, Video Director, Choreographer, Creative Project Manager, Live dancers, Costume Designer, Hair & Make-Up Artist, Animation Artists
  • Technical Staff: Live Show Producer, Designated Interior decorator, Architect, Floral Designer, Light Designer, A1 Audio Engineer, Audio Technicians, Graphics Operator, Video Director, Choreographer, Dancers, Costume Designer, Hair and Make-up Designer, Over-all Art Director, Stage Manager, Creative Project Manager
  • Construction Staff, Riggers, Build Staff, Cleaning Staff, Security, Hosting Staff, Caterers, Parking Attendants etc.

Technical IMAGES

Client’s receive full 3-D renders in order to best plan the layout, mood and event concept during the Event Planning Phase.  Our Technical Department conducts on-site evaluations of the space in order to gather all technical information for a complete and professional build.


We are an international agency and have accumulated 25 years of exhibition stand experience.

We study your project brief in full to ensure that we deliver your design and functional objectives to give you maximum ROI on your exhibition investment.

Our staff is also available to assist you in developing the concept of your project by guiding you through the brief process to ensure that your stand represents your brand and the message you want to convey.


We know that your deadlines are tight so our competent and professional technical staff do their best to produce a stunning design in record time.

The concept is transformed into a comprehensive project with high quality renders, 3-D imaging and a full technical layout for your to review.

Genius Progetti excels at conveying the spirit of your brand and concept into dynamic, original and impressive exhibition stands that convey the essence of your brand.


Genius Progetti has its roots in the development of exhibition stands with over two and a half decades serving some of the most prominent companies in the ceramics, medical, automotive and cosmetic industries.

Our build and construction staff can create your event set up with precision and perfection in any situation .

Related projects

Genius Progetti is dedicated to every project we undertake.  From 1994 to now, we’ve been trusted by our clients to create memorable spaces, events and experiences, here you can discover just a few of them created over the years.

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Is your company organising an event, preparing for a trade show or planning on launching a new product?  We'd love to hear from you.  Feel free to give us some details about what you are planning and request a meeting with Genius Progetti.

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