"Be One Party" - Progold: when the corporate event enhances the brand
The corporate event is a unique opportunity to bring together employees, customers, partners and investors, and present the brand in a memorable and captivating way. But it's also the perfect time to build lasting relationships and expand your customer base. In this case study we explore the event of the Progold company in conjunction with Vicenzaoro.
Progold
Context
VICENZAORO is the largest European exhibition dedicated to gold and jewelery, a real business hub for the sector, able to promote the meeting between the most prestigious players in the gold and jewelery world. It is the place of excellence for developing business and consolidating relationships and is positioned as a privileged observatory for getting to know the best of Made in Italy production, international excellence, collection previews and the latest trends in market styles and designs.The "Be One Party" event took place at the same time as the fair at the Villa Bonin location, a perfect combination of open and covered spaces. In fact, the event was a promotional moment but with a sense of leisure, conviviality and networking open to customers, suppliers and prospects.During the evening, guests were also able to admire the finalist jewels of the Progol3D® Design Contest 2023 made with direct 3D printing on platinum following the projects of the jewel design students of some of the most important schools in the world and awarded on Sunday at the Palladio Theater.
Company
The protagonist of this event was the Progold company, a Vicenza-based company active in the sector of alloys, master alloys, galvanic products in the field of fine jewelery and 3D printing of semi-finished jewels. Since 1997, curiosity and competence have guided the daily activities of this company. In fact, the Progold team strongly believes that customer service and the sharing of innovative products are the basis of growth.Their many years of experience in the jewelery sector, the high specialization in metallurgy, together with a large dose of passion and enthusiasm, make Progold a renowned company in their sector.During 2021 it launched a project to merge its business with Bluclad, a Florentine company that operates in the sector of galvanic products for the fashion and luxury market. This partnership allows the two companies to have commercial and operational synergies, sharing their respective know-how and giving a strong boost to innovation. All this always with a view to greater consolidation in the reference market.
Objective
The aim of this event, which has now become a tradition for Progold, is to celebrate the results obtained thanks to the relationships established during the year and to create a climate of sharing. The participation of different realities in terms of size, sector and geography enriches the baggage of all the guests during these evenings, who, having fun, are able to convey passion and competence to their interlocutors.For Progold, Bluclad and all the participating brands these are precious moments in which, thanks to leisure, lasting relationships can be established, based not only on experience and hard skills, but also on the human side of the more technical figures.
Solution
From a design point of view, the choice of Villa Bonin Club was decisive in satisfying the customer's needs. The main objective was to create an atmosphere that made the brand stand out by ensuring that the space guaranteed guests to move freely and participate in the mood of the evening by choosing from the various areas available.In the project, the perspective sequence was enhanced with a rhythm of openings and closures to guarantee the guest a continuous discovery of the external and internal spaces. Starting from the entrance tunnel, at each stage of the journey, a visual target was provided which guided the guests through the various areas, from the external entrance to the actual entry into the Villa, from the registration to the photographic backdrop, from the exhibition of the brand's products to the room where the music scene concluded the journey.To delimit the space and welcome the guests, a plant setting was used, such as potted plants and green ivy, to create a welcoming atmosphere.The digital staging and the use of stage lights enhanced the architecture of the location by uniting the interior and exterior, thanks to an "emotion of colour" which was based on the brand logo. The direction then gave shape to the second part of the evening, using animated content and continuous scene changes, to represent Progold's values of refinement and conviviality and pamper their guests in a unique scenographic experience.
"We are very satisfied with the collaboration with Manaly, who supported us in every phase of the event and exhibition stand creation, creating a space designed on our needs and built around our objectives, fundamental aspects for the success of all Progold initiatives. All areas are designed to encourage interaction and promote networking. Even the area dedicated to the display of jewelery during the evening recalled the one created at our stand at TGOLD.”
— Team marketing di Progold
