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Ducati Diavel Product Launch

Automotive Product Launch

Ducati didn’t want just another bike launch, they wanted a statement. So we took the Diavel 4 to the sky, unveiling it 42 floors up at London’s iconic Gherkin. With an exclusive Diavel Negroni in hand and the city skyline as a backdrop, guests were immersed in a world of urban cool: live sketch artistry, standout speeches, and a DJ set that kept the energy high.

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CHALLENGE

Launching their Diavel 4 motorbike, Ducati needed an event to captivate a global audience and create an experience that felt like no other automotive product launch.

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INSIGHT

Synonymous with the brand, urban cool, became the theme to hang everything else on, and shape the event’s overall narrative and aesthetic. We didn’t want another vanilla bike launch.

SOLUTION

An icon in the sky. We took the event to the 42nd floor of London’s iconic Gherkin building, no mean feat, seeing as the lift stopped a few floors down and we needed to get the bike up there, but our experienced crew handled it with their usual dedication and professionalism. The event started with a fabulous cocktail reception in partnership with the infamous Italian drinks brand, Amaro Montenegro, who created a scrumptious Diavel Negroni exclusively for the occasion and a-list guestlist. With drinks in hand, product presentations and an inspiring speech from the UK Managing Director got underway. Further adding to the theme, a graphic designer from Ducati drew a live sketch of the bike that really went that step further to elevate the delegate experience, and a DJ set got the party started and ended the evening on a high. 

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IMPACT

The place was packed with 160+ star-studded VIPs like DJ Supreme, Carl Foggarty and Richard Hammond, plus iconic influencers and global press, all itching to see the new model. The launch felt like nothing they had done before.