Smart Eventi for Le Vie del Tartufo: a 007-inspired rebranding experience

Rebranding for Le Vie del Tartufo: an unforgettable event

Roughly eighty to one hundred premium clients needed to experience a new brand positioning for Tartufi Jimmy, and it needed to happen during Milan’s largest food trade event.

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The brief included location sourcing, concept development, full storytelling design, technical production, a truffle-forward seated dinner and entertainment spanning the entire evening.

Smart Eventi was tasked with designing and executing the entire experience, making it engaging and immersive in order to strengthen the relationship between the company and its most valued customers, while celebrating an important milestone in a truly special way.

Skyfall: reframing a brand through cinema

Inspiration struck immediately: why not reframe the brand’s new direction through an iconic cultural reference, specifically James Bond’s Skyfall aesthetic.

The Skyfall-inspired approach allowed the evening to unfold as a narrative rather than a presentation, with every detail reinforcing a coherent world rather than appearing haphazardly assembled. Personal invitations arrived coordinated with the concept.

Centrepieces got designed specifically for the evening. Table cards mimicked casino playing surfaces, echoing 007 imagery throughout the room.

Even the soundtrack during the guests’ arrival drew directly from Bond film scores, setting the mood before anyone sat down, while a voiced announcement calling guests to their tables adopted the unmistakable narration style of 007 rather than relying on a simple dinner bell.

A reveal meticulously crafted down to the last detail

The new logo reveal was undoubtedly the highlight of the event. As the logo was unveiled, the venue’s LED walls lit up with a sequence of synchronised lighting effects, creating an atmosphere of great suspense.

At the same time, the Luminex artists brought their performance to a close, making the new logo appear on their LED fans.

The seated dinner was also part of the narrative, with truffle-based dishes interspersed with artistic performances that gradually led the guests towards the most anticipated moment of the evening.

Seeing the audience’s reaction, and above all the client’s, who was clearly engaged and satisfied, was the final confirmation that all the work put in by Smart Eventi had achieved its ultimate goal.

A collaboration set to continue

But the true measure of the event’s success has been the continuation of the relationship with the client. The event was not an isolated activation; rather, it paved the way for a new collaboration between Smart Eventi and Le Vie del Tartufo, which are already working together on a new project.

The client’s final words perfectly capture the value of the experience and why it is destined to be more than an isolated occasion.

“It was a genuine success, thanks to Smart Eventi’s ability to propose a venue that was perfectly in tune with the atmosphere of the event. Every detail was handled with the utmost attention, and any issue was addressed promptly and with care. Special thanks go to Calotta, whose professionalism and availability helped make the event truly unforgettable.”

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