The Italian way

A big event of made-in-Italy excellence.

The Italian Way project was a big event that brought together the best of Italian art, fashion, design, food and wine in Shanghai, under the leading role of Sistema Italia s.p.a.
Pleiadi International | Yixing developed the communication strategy of the big event-exhibition, building the best strategy of promotion and communication and declining all the materials created together with the designers.

To symbolically convey the impression of Made in Italy excellence, the British architect and designer Nigel Coates conceived for us a gigantic reproduction (25 meters long, proportionally wide) of Michelangelo’s David.
We also produced a video enhancing the uniqueness of the event through graphic games, 3D parts and visual suggestions, interspersed with the contributions of the designer and curators of the exhibition.