Generali Scintille 2018 is a multi-stakeholder communication platform created to tell about the new Generali 2021 strategic plan in an engaging and high-impact way.
The Palazzo delle Scintille served as the symbolic venue for the new strategy, hosting four key product-launch-related events: Investor Day, the CEO Conference, the GLG event, and open meetings for the Group’s employees. These four events were staged within a single space featuring flexible, independent modules designed for rapid adaptation—in terms of both layout and narrative—to suit the specific target audience.
The strategic concept centered on creating a surprising impact on the audience by introducing a highly advanced technological structure into a historic space that had been abandoned for decades, thereby maximizing the contrast between Generali’s “old” and “new” strategic trajectories. To this end, a 2,500-square-meter structure was erected using Layher scaffolding, serving as a “container” that was intentionally left transparent in sections to reveal the building while concealing its most dilapidated and neglected areas. The Layher structure was highlighted with LED light strips to accentuate its raw materiality and lend a high-tech aesthetic to the workspaces. Visitors entered a cool, dark tent before becoming immersed in light and visual experiences across subsequent rooms, each featuring distinct communicative content.
The result was a month-long program of events held in a high-tech setting that exuded the magic and grandeur found only in a historic location. Features such as transparent elements, skillful video production across various areas, and a modular structural design allowed spaces to be created and adapted to suit diverse audiences; together, these elements were instrumental in engaging stakeholders and delivering an exclusive, personalized experience for participants.
