Egg Events Rome (part of Casta Diva Group) was chosen for the third time as partner of car brand MINI to design and create the Italian press unveiling of the New MINI Countryman. A three-day event, during which a group of forty feature writers were present and took part in test drives of the new car: an immersive experience in thoroughly Countryman style, across the mountains and through the woods of northern and central Italy.
To highlight the uniqueness of the brand, EGG Events identified a striking location in the heart of the Appenines: a former stables, later a winery, finally become a shooting location, which they transformed into a really “Home of the Mini”.
The New MINI Countryman was placed in a spacious living-room, with the warmth of a fireplace and antique furniture cleverly mixed with modern design elements. Large windows looked out onto an eye-catching swimming pool and the surroundings woods. The result was an ambience that was warm, elegant and spellbinding, astonishing all those present.
During the presentation evening, the journalists could see the new design of the car while savouring the gourmet dishes of the celebrated local chef Fabrizio Mantovani.
The next day was the time for the test drive: a route across the region of Emilia designed to bring out the optimum road-holding of the New MINI Countryman and all its potential. The trip ended at Reggio Emilia, where the event was concluded with a lunch created by starred chef Andrea Incerti Vezzani, owner of the well known nearby restaurant Ca’Matilde.
“Style, quality and attention to detail,” according to Vanessa Fulvio, Client Director at Egg Events Rome, “were the key words in designing and producing this highly original event, tailor-made to the characteristics of the MINI brand.”