BIANCHI – CYCLING BEYOND

Transforming the New Bianchi Factory into an Event Venue for Cycling Beyond

Turning the newly inaugurated Bianchi factory into a true event venue for a few days was an exciting challenge—one we embraced with passion, precision, and strong teamwork for the Bianchi – Cycling Beyond event.

To launch Cycling Beyond, the brand’s new strategic positioning, Bianchi celebrated its 140-year history with two exclusive days: an international dealer meeting and a press event, both hosted within its brand-new production spaces.

In collaboration with Frame Communication, Imagines managed every technical detail of the setup, delivering full production services and tailor-made solutions for an environment as fascinating as it was complex—not a theatre or a conventional event space, but a fully operational factory transformed into a corporate stage.

Three Project Areas, One Coordinated Vision

Our team of over 20 specialized technicians worked for more than a week across installation, rehearsals, live shows, and dismantling, managing three key areas with precision:

The Main Stage, where institutional talks, motivational speeches, and the convention’s key moments took place. The setup included dynamic LED walls, a professional audio system, architectural and stage lighting, and simultaneous translation in five languages to welcome dealers from across the globe.

The Exhibition Zone, the narrative core of the brand, where special frames symbolizing Bianchi’s new range were unveiled.

The Gala Dinner Area, set near the paint department. With warm lighting, custom furnishings, and carefully designed atmospheres, the evening closed with an elegant dinner and live music performance, leaving guests with a memorable experience.

Technology at the Core

For an event of this scale, technology played a central role. We integrated multilingual simultaneous interpretation, full video direction, bespoke audio and lighting design (including Vip-R fixtures), logistics, and highly coordinated onsite staff.

Every solution was designed to ensure seamless flow, enhance Bianchi’s storytelling, and guarantee maximum reliability—even within the challenges of an industrial setting.

Cycling Beyond: More Than a Title

Cycling Beyond was not just the title of the event, but a concrete vision guiding the entire experience: pushing boundaries, even in the way the brand communicates and presents itself.

This behind-the-scenes video reveals the work, passion, and precision required to transform an unconventional space into an experiential venue. From lighting to sound, from simultaneous translation to logistics, every technical detail contributed to creating a memorable event worthy of a brand that has shaped the history of global cycling.

For us at Imagines, every event is a unique challenge. And every challenge is an opportunity to go beyond—just like those who choose to ride further.