Say What was awarded the tender called By Hugo Boss for the re-opening and the celebration of 30 years in Formula 1.
Say What designed and managed the project, by bringing the brand out of the store in San Babila and by creating a real show in the center of Milan. Special Guest the Formula 1 pilot Jenson Button.
Through the realization of a 3D mapping that combined the brand contents with Formula 1, Say What changed a building in San Babila, near the store.
After the 3D mapping, the building became e a real vertical catwalk through the projection of the latest spring-summer fashion show of Hugo Boss.
The interior of the store remained the same in order to allow guests to enjoy the renewed concept and the collections, the McLaren simulator was set out of the store.
To enrich the evening, a live performance of the internationally renowned photographer Maurizio Galimberti: exclusive photographs for the creation of two reportage works realized by capturing moments of the evening, through its famous polaroid snaps.