Xerjoff x Automobili Laborghini
A meeting of art, performance, and fine perfumery.
Two icons of Italian excellence. Two worlds united by craftsmanship, innovation, and a constant pursuit of perfection. Xerjoff and Automobili Lamborghini come together to create a new expression of luxury, and Pardgroup turned that vision into a tangible experience.
For the launch of this exclusive collaboration, Pardgroup created a complete experiential project in the heart of Piazza Gae Aulenti in Milan, on the occasion of Milano Beauty Week, transforming the pop-up into a multisensory journey dedicated to previewing the new fragrances.
An experience designed to engage sight, hearing, taste, and smell through a series of immersive activations: from the chance to discover and preview the three fragrances, to tasting three cocktails inspired by the colors and olfactory identity of the collection, to dedicated masterclasses.
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Among the most distinctive experiences, Scent Meets BrainArt® turned the brain’s response to olfactory stimuli into a personalized visual composition, allowing visitors to take home a unique representation of their sensory experience.
Pardgroup oversaw the entire project, from the design developed by Axielab to full production, handling every phase of the process: from technical and logistical management to the production of elements, through to on-site installation.
The experience was rounded out by the activation of PardForce, which deployed a dedicated team of promoters to welcome and engage visitors, telling the story of the collaboration and guiding them through the discovery of the collection.
An integrated project in which design, production, logistics, installation, and brand activation worked together to transform a collaboration between two Italian icons into a physical, immersive, and memorable experience.
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
Xerjoff x Automobili Laborghini Pop Up, Milan, Italy - work done: design by Axielab, production, logistics and installation by Pardgroup & promoting by PardForce
ITALIAN PRESS RELEASE
PORTANUOVA
Xerjoff x Automobili Lamborghini
MEDIA KEY
Xerjoff x Automobili Lamborghini insieme alla Milano Beauty Week
BRAINART
Xerjoff + Lamborghini + BrainArt | Milano Beauty Week
BEAUTYBIZ
Milano Beauty Week: Xerjoff e Automobili Lamborghini celebrano la loro collaborazione
