Italian manufacturer of tires, Pirelli, invited an audience of roughly 250 journalists and international dealers to Iceland last summer. The group were divided in 6 different sections structured as follows: product presentation convention, road tour through the natural Icelandic beauties, with a stopover to admire breath-taking geysers and waterfalls, and tire tests on the Langjökull glacier.
The Award winning Harpa Concert Hall and Conference Centre was chosen as venue for the convention. Harpa is one of Reykjavik‘s greatest and distinguished landmarks. It is a cultural and social centre in the heart of the city and features stunning views of the surrounding mountains and the North Atlantic Ocean. Inside Harpa, the Magic Box was created, a setting that trough 4D wind, breeze, fog and dynamic floor effects, plunged the audience in an overwhelming experience.
The event received three awards at the BEAIT Awards in Italy. It was chosen the Best Global Product Launch, Best Execution and second prize as Best Event of the Year.