We are proud to be featured among the leading agencies in the Annual by ADC Group, through the pages of e20express, which showcases the best event agencies in Italy and worldwide.

On this occasion, Andrea Camporesi, CEO & Creative Director of FREE EVENT, shared insights and behind-the-scenes perspectives on projects that have marked our recent journey: from the Best Engaging Challenge for the F1 Pirelli Gran Premio di Monza to the Best Luxury Industry Event, Best Celebration Event, Best Product Launch, and Best Unexpected Use of a Space awards for the Pershing 40 Years GTX70 World Première.

Read the full interview here.

FREE EVENT: BUILDING IMMERSIVE ECOSYSTEMS FOR MEMORABLE EXPERIENCES

Transforming events into ecosystems of experiences, where audiences become protagonists and spaces turn into storytelling platforms. In this interview, Andrea Camporesi, CEO & Creative Director of FREE EVENT, takes us behind the scenes of internationally awarded projects, revealing vision, strategy, and new horizons in immersive entertainment.

 

What audience engagement strategies enabled FREE EVENT to win the publisher’s “Best Engaging Challenge” award with the “2025 Formula 1 Pirelli Gran Premio d’Italia” event?

The 2025 Italian Grand Prix set an absolute record, becoming the most attended sporting event in Italian history. Over four days of sport and entertainment, we welcomed more than 370,000 fans, reaching an extremely diverse audience in terms of age, gender, and geographic origin.

The challenge was ambitious: to offer everyone a unique experience while translating the global values of Formula 1 into a distinctly Italian identity. The 45,000-square-meter Fanzone was designed as a true entertainment city, where sport became an experiential language. From the Free Style Park featuring international athletes to the “From Legend to Future” journey celebrating 75 years of Formula 1, along with iconic hospitality areas and numerous immersive activations, every element was designed to make the audience the true protagonist. Simulators, gaming, augmented reality, social installations, and sustainability-focused spaces helped create a dynamic and inclusive ecosystem.

The beating heart of the experience was the large central stage, animated by over forty hours of live content including DJ sets, talks, performances, and F1 driver appearances. The result was a powerful mix of experiences that strengthened the relationship between brand and audience, confirming Formula 1 as one of the most important and engaging international events on the global stage.

 

What elements are essential for truly engaging audiences and making an event memorable?

An event becomes truly memorable when it is designed with and for people. The first essential element is the ability to map the audience journey, placing their desires, expectations, and levels of engagement at the center.

There is no one-size-fits-all experience. Today it is crucial to speak to different targets with coherent languages and content, while maintaining a shared and recognizable narrative.

Authentic storytelling is equally fundamental — not simply told, but lived. Technology plays a key role only when it serves emotion: it must amplify the experience, making it smoother, more immersive, and more memorable.

Ultimately, what truly makes the difference is transforming the audience from spectators into protagonists, creating iconic, participatory, and shareable moments that leave a lasting memory and a genuine emotional connection.

 

Which aspects of immersive experience and brand storytelling contributed to the success of “Pershing 40 Years GTX70 World Première”?

To celebrate Pershing’s 40th anniversary, we started from its DNA, choosing to tell the brand story with a clearly future-oriented perspective.

The GTX70 World Première was conceived as a unique three-day experience, characterized by unprecedented technical complexity in the nautical sector and set in Capri, a symbol of Italian lifestyle.

The sea was the narrative thread of the entire experience: from sea transfers and the parade of iconic models around the island to curated experiences for guests and media. Local artists, bespoke hospitality, and Michelin-starred cuisine engaged all the senses, shaping every moment of the story.

The climax was the reveal of the new GTX70, unveiled through an arc of light composed of over 400 drones, perfectly synchronized with music, lasers, and projections. A choreography in which nature and technology interacted in total harmony, transforming the sky and sea into integral parts of the show.
More than aiming to impress, the objective was to push the boundaries of nautical presentations forward, paying tribute to a brand that constantly navigates toward new horizons.

 

How did the project also stand out in the “Unexpected Use of Space” category?

Capri was the true co-protagonist of the event. Thanks to collaboration with the Municipality and the Port Authority, the island became a widespread stage, where every natural space played an active role.

The beach club La Canzone del Mare was reinterpreted as a natural amphitheater, becoming the heart of a show in which moonlight, wind, the Faraglioni rocks, and reflections on the sea merged with cutting-edge technologies: drones, lasers, projections, architectural lighting, and sound design.

The sky became the canvas, the sea the scenography, and Capri the place where nature, technology, and design shaped a shared vision capable of expressing Pershing’s bold and visionary spirit.

 

In light of the results achieved, what new immersive formats or approaches are you exploring?

We are currently developing new proprietary formats, including an original project dedicated to immersive experiential journeys made of light, sound, and atmospheres, set within high-value natural landscapes.
The goal is to offer audiences unique emotional experiences that connect people to the beauty of places while enhancing Italy’s natural heritage through a contemporary, sensory, and engaging language.

Alongside this, our proprietary format “SoundTrack Stars Award,” now in its 14th edition, takes place in Venice during the International Film Festival. Over the years it has featured numerous international stars, and in 2026 it is set to evolve, repositioning closer to younger generations and new technologies while preserving its cultural and symbolic value.