BMW Group
Concorso d’Eleganza Villa d’Este

Every year, thousands of enthusiasts and participants from around the world travel to the Concorso d’Eleganza Villa d’Este — the world’s most exclusive and storied event for historic automobiles and motorcycles. Each edition is held under a new annual theme, drawing a compelling line from the event’s early days and the vehicles of the 1930s all the way to the automotive present and future. This prestigious classic weekend combines high-calibre events and exhibitions into a rich program full of memorable experiences — for participants, visitors, and experts alike. At its heart: rare automotive treasures and visionary concept cars, brought together to showcase both tradition and innovation in spectacular fashion. As the lead agency, we manage the full-service project — from initial concept and participant management to flawless on-site execution. Creating Classic Memories.

The multi-day event includes side events (such as the Prelude Tour and PR presentations), exhibitions featuring historic vehicles and modern concept cars, expert talks, a Public Day attended by thousands of car fans, and the exclusive gala evening. For the 2024 gala, we developed a stunning show under the motto “Festival of Lights” — featuring choreographed live acts, immersive laser and lighting effects, and XL walking acts that truly lived up to their name as radiant, larger-than-life figures.

Photos: BMW Group Classic / Andi Schmidt