Since this is a pretty fresh one and results are meant to be running on a long-term basis, we can only talk awareness. Usually Showroom events attract between a 100 and 120 invited people within a week. This one here attracted 150 on day one alone, and approximated 500 in week 1. The offered calendars, posters and postcards where all out of stock on day one. This was a big success in awareness. But to measure the real effect in sales we need to wait until the exhibition finishes its journey.

The idea of an exhibition creates a special reason for inviting business partners even when there is no new product launched. And while the exhibition altogether fills the showrooms, every picture is relevant for the brand.The strength is the idea of having a real life event in a showroom combined with the marvellous execution of the real painted pictures. Those are original formatted oil on canvas and not only pretty impressive for their size but also for crafting. Having a modern, designed lamp in a 350-year-old picture that looks like an original is impressive.

It fits the brand perfectly because it has its tradition in modern design. And that’s what we pay respect to in this execution. The desired outcome was to give Artemide the possibility to invite special clients to a special event and to give an impression of what Artemide products can do for them.

The Brief:Create something that makes more people come to our showrooms.

Target Audience:Its b2b clients, which should find their way to the showrooms: architects, building owners, constructors.And both its existing business clients as well as new.

Strategy:Bring back the “show” in showroom.