The brief was to unveil Ford’s Vignale brand – luxurious standards and bespoke service levels at Milan’s prestigious Salone del Mobile. I created an identity for the event, calling it ‘CasaVignale’, reflecting design, craft and nodding to Milan’s fashion houses. My experiential design colleagues and I then created a beautiful mirrored structure in the courtyard of historic Palazzo Reale. It established the Vignale design language whilst dramatising the magnificent surroundings. Inside the stage was set for a show launching Ford’s S-MAX concept car to select design, auto and lifestyle audiences.

I was lead designer developing the event brand, responsible for concept generation, refinement, presenting to the client. Budgetary constraints gave me the opportunity to work closely with Ford’s in-house team, briefing and art directing their photographer & web team to great effect.