LANCIA DESIGN DAYS – REGGIA DI VENARIA

Lancia Design Days 2022: Technology and Innovation at the Reggia di Venaria with Frame Communication

In the prestigious setting of the Reggia di Venaria, on November 28, 2022, Lancia Design Days took place—an emblematic event marking the beginning of a new era for the Lancia brand. The new Pu+Ra Design language and the Pu+Ra Zero concept sculpture were unveiled, serving as symbols of the brand’s electric relaunch and visionary design. Event press release available here.

A Design Event Bridging Past and Future

During an exclusive press conference blending art and technology, CEO Luca Napolitano and Chief Designer Jean-Pierre Ploué presented Lancia’s future vision. Inspired by iconic models such as the Aurelia, Flaminia, and Fulvia, they anticipated the return of fully electric models like the Ypsilon and Delta.

Lancia Design Days combined aesthetics, heritage, and innovation, offering an immersive experience that repositioned Lancia as a Progressive Classic. The event captured the attention of experts, enthusiasts, and industry dealers alike.

Imagines’ Key Role in the Technical Setup

In collaboration with Frame Communication, Imagines curated the entire technical setup of the event, transforming the scenography into a refined and immersive digital environment.

Circular LED Wall Installation: The highlight of the setup was a 4-meter circular LED wall positioned in front of the main stage. This solution delivered a sleek, design-driven backdrop, ideal for showcasing the new logo and corporate video content.

Audio System, Headsets, and Simultaneous Translation: To ensure a smooth, professional experience, multilingual receivers and headsets were provided, allowing international guests to follow the conference with clarity and without environmental interference.

Logistics and Setup Timeline: The Imagines technical team—15 professionals including sound engineers, lighting technicians, camera operators, and video graphic mixers—worked over two days of setup and one day of rehearsals to prepare the venue for the press conference.

Imagines also ensured full technical coverage throughout the event, ready to intervene promptly for any operational or logistical needs. Participating in Lancia Design Days enabled Imagines to explore new synergies between art and technology.

The Visual and Sound Journey of the Event

Special care was devoted to both scenographic impact and functional space design. The area dedicated to institutional speeches featured a complete control room: videos perfectly synchronized with the circular LED wall, integrated with professional audio systems and architectural as well as scenic lighting, resulting in a seamless and engaging presentation.

Meanwhile, press kits and exhibition areas offered spaces that illustrated Lancia’s new vision through visual materials, installations, and information desks. Lighting was designed to highlight frames and accessories of the new lineup, amplifying the storytelling impact of the Pu+Ra design philosophy.

Imagines: A Reliable Partner in Complex Productions

Managing an event of this scale within an active production environment was a challenge Imagines successfully met with flexibility and precision, demonstrating its ability to adapt to unconventional venues with flawless logistics and organization.

The use of immersive technologies—such as circular LED walls, multichannel audio, and multilingual simultaneous translation—helped elevate the perceived quality of the event. This reinforced Imagines’ positioning as a reliable, innovative technical partner.

For Imagines, participation in Lancia Design Days was also a major opportunity for international visibility, allowing the brand to associate its expertise with a strategic project of global resonance, and further consolidating trust in the team’s technical capabilities.

Technology and Storytelling: A Winning Combination

Lancia Design Days 2022 was more than a launch event—it was an emotional journey bridging the brand’s history with its future. Imagines played a key role in transforming it into a multisensory experience, delivering tailored technical solutions with a professional, bespoke approach.