Event direction · spatial design
Mercedes-Benz Italia 150th
The historic heart of Bologna turned into a living stage for 150 years of Mercedes-Benz in Italy.
- Client
- Mercedes-Benz Italia — concept by Impronta
- Location
- Bologna — Auto e Moto d’Epoca
- Role
- Event direction & spatial design
To celebrate 150 years of heritage at the 40th Auto e Moto d’Epoca, Mercedes-Benz Italia wanted to bridge its storied past with a future defined by “creating desire”. Working with Impronta’s creative concept, I turned the historic heart of Bologna into a living stage.
Spatial narrative
The city as the set
Bologna’s historic streets turned into a synchronised brand tribute.
Choreography
A parade through live traffic
A dynamic car parade through the active city, with the brand’s legacy in focus.
Climax
An emotional crescendo
A final showcase honouring Mercedes’ Italian roots.
Open channel
Let’s build something people step into.
Narrative, worlds and immersive experiences — from concept to prototype. Remote from Italy, or on site.
epoli.uk@gmail.com