Ferrari California World Premiere

AV Concepts provided all audio-visual elements of the auto “fashion show“ and also assisted with site selection, project development, vendor scheduling and show management of the Ferrari California world premiere in cooperation with Ben Bourgeois Productions. The elegant Los Angeles event was hosted at a private airport hangar in Santa Monica for nearly 1,000 specially invited guests, including Ferrari VIPs, clients and celebrities. California governor Arnold Schwarzenegger was on hand to welcome the attendees and was spokesperson for a charity auction at the after party for which Ferrari donated one of the new Ferrari California model cars to the highest bidder. The California reveal was presented simultaneously with a twin event in Maranello, near Rome, Italy at the Ferrari manufacturing plant. 

Designed as a high-tech “fashion” runway show with two 187’ screens on both sides of the runway, the event featured live video elements in combination with pre-produced creative content from Italy. The live event was as glamorous as the vehicle itself, with a lavish pre-reveal cocktail party and full after party with many new vehicles on display. There was even a red carpet for current Ferrari owners to have a photo op. The creative content showed Ferrari history through the years and was presented in the round with a 16-Screen “Watchout” panoramic multi-media show, requiring extensive technical design planning and miles of carefully concealed cabling for audio, video and lighting.  Two 10 ½’ by 14’ LED screens were placed at the beginning and end of the runway with motion control systems to raise and lower the screens allowing for dramatic “reveals” of the new vehicles.  AV Concepts also supervised all the rigging and motion control design for this elaborate showcase.  Ferrari was so impressed with the AV Concepts team that the two companies are having discussions about additional projects.