The pandemic forced Lenovo to cancel the opening show of the first Flagship store in Italy. As their agency, we suggested not to cancel the opening, but transform it into a different digital experience.

The Idea was to create a big opening show, streamed on Lenovo Italia's social channels and on www.spaziolenovo.com, reserved for media, partners and a restricted number of consumers, where the host would have experienced the space together with ambassadors and partners that already had a relation with the brand.

The Opening Show was hosted by Alessandro Cattelan with Mara Maionchi and Francesco Mandelli, Andrea Dovizioso, rider of Team Ducati, Julio Cesar and Samir Handanovič, legend and champion of F.C. Internazionale and the Co-Founder of Machete Production Hell Raton, aka Manuel Zappadu. Alessandro interacted with them in the different areas and environments of Spazio Lenovo.

Mara Maionchi on the relationship between music and technology, memories and experiences in the symbolic places of yesterday and today's Milan with Francesco Mandelli, real challenges with Andrea Dovizioso connected from Borgo Panigale, between Julio Cesar and Handanovič, or with Hell Raton in the gaming stations, Alessandro Cattelan lead and entertained the audience in a digital show.