Challenges
Major issues included the transport of international guests to China. The multilingual element of the event was another issue – the photographer was French, the models were Chinese
and the attendees were of many different nationalities.
Major issues included the transport of international guests to China. The multilingual element of the event was another issue – the photographer was French, the models were Chinese
and the attendees were of many different nationalities.
Also the issue of entry visas also meant that a huge amount of forward planning was required
even at the invitation stage.
Execution
The press conference in the afternoon opened with two short films on the making of the
calendar and the company’s new tyre plant in Shandong province.
There was a speech by Marco Tronchetti Provera, chairman of Pirelli, followed by a question
and answer session for the photographer Patrick Demarchelier, as well as supermodels Gemma Ward, Du Juan and Mo Wandan.
Later in the evening, the gala dinner was held at the hotel with VIPs from around the world
including Chinese officials, the Italian ambassador to China and local social identities.
Performances included a traditional dance, a modern dance, and acclaimed international
dance star and founder of China’s first independent modern dance troupe, Jin Xing was on hand to sing both eastern and western tunes for the audience.
At the same time, the Pirelli Calendar went live – a giant projection on a neighbouring
skyscraper by the riverbank broadcast the calendar over the skyline.
Throughout the night, the film of the making of the Pirelli Calendar was projected onto
the building.
Verdict
“The event was a huge success with very positive feedback from the guests who attended,”
says Sarah Brown of Pirelli.
“It was an unforgettable evening for Pirelli and also for Shanghai.”
- Lim Hui Sin
