On December 8, Salvatore Ferragamo culminated its global centennial celebration with a hands-on, interactive bash that brought celebrities and V.I.P.s to a Hollywood set erected inside Industria Superstudio in New York. Seeking to merge the golden age of cinema with a digitally dominated world, the event included nods to the cinematic glamour of the last century while capturing moments from the live experience for social media and other Web-based channels.
For the event produced by Bureau Betak, the New York photo studio was transformed into Gancio Studios, a scene where multiple vignettes channeled movie studios and more than 200 props featured the Ferragamo logo. The early winter affair was the third and final leg of the fashion house's campaign tour, which had previously made stops in Los Angeles and Shanghai, and was linked to the brand's “100 Years 100 Days” digital platform that explores its founder's relationship with Hollywood.
Indeed, the late Mr. Ferragamo’s cherished use of color, textures, and craftsmanship came alive over the 8,000 square feet where installations resembled the backstage of Old Hollywood movie sets. Attendees, including Julianne Moore, Michelle Monaghan, and Carine Roitfeld, meandered their way through the different interactive setups, which also served to celebrate Ferragamo’s new Signature eyewear and timepiece collections.
The overall palette of the set was vibrant to give a modern touch to it. The main area was a vintage photo studio, the second section was a projection room, and the third space was a bedroom and bar combined together. Throughout the set, more than 500 props were individually placed. A show-stopping moment came courtesy of a 1964 Alfa Romeo Giulia convertible, which guests could get into to create a mini photo shoot complete with scenic lighting.
