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Christie Helps Celebrate Hugo Boss and McLaren’s 30th Anniversary
Posted on Wednesday, March 7, 2012
Christie Helps Celebrate Hugo Boss and McLaren’s 30th Anniversary

Milan’s Piazza San Babila became the canvas for a spectacular show commissioned by Hugo Boss to celebrate its 30 year partnership with McLaren Formula 1 and the opening of its refurbished store in Milan, Italy. Formula 1 world champion Jenson Button was present at the event which drew in excess of 800 spectators – a mix of invitees and passers-by.

Communication agency ‘Say What’ was commissioned to bring together an innovative motion graphics project to mark the event. The agency contracted Angel Studios, which worked with 3D mapping audio-visual artist Roberto Fazio, to create a jaw-dropping film. Using four Christie Mirage HD18 1080 HD DLP® projectors provided by Christie Partner Digital Network, the Piazza San Babila came alive stopping traffic and passers-by.

The concept of the four minute video was a blend of fashion and design to represent the power of the McLaren F1 engines, in parallel with the elegance and style of Hugo Boss.