Michelangelo’s Kitchen

Client

An upscale manufacturer of kitchen building components.

Brief

To reach out to interior architects, builders and kitchen designers, to promote the brand, display the products and to build one-on-one relationships. To make a statement in the industry. Client acquisition event, external audience, one city, annual.

Creative        

Invite guests to hear from a renowned, highly respected, award winning architect who had just returned from one of the world’s iconic design exhibitions, Salone del Mobile in Milan, Italy. The expert shared the latest trends and looks in a quintessentially artistic Italian environment; Michelangelo’s Kitchen created in Sydney’s Doltone House. With Michelangelo’s iconic Sistine Chapel ceiling overhead and a massive, broad, white table running the full length of the room, vastly oversized kitchen utensils hanging from the walls and eighteen Vespers and a Ferrari for good measure, the stage was set. After the presentation, the room darkened, music cranked up, lights flooded the stage as eighteen models, wearing the latest Italian fashions and Jimmy Choo shoes, erupted from the stage and strutted down the white catwalk, which hitherto had been assumed to be just a dining table. The guests were spellbound; their dining table gave them front row seats and they were transported to the fashion capital of the world, Milan. Authentic Italian food with Super Tuscan wines were followed by a visit to the gelato bar

Results         

The event was the talk of the industry and led to a significant increase in client accounts and revenue. The client’s products appeared in 20% more showrooms following the event, and a great deal of industry media was generated.  This was the first of a series of events in each market.

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