BMW Group
Concorso d’Eleganza Villa d’Este
BMW Group Classic at the Concorso d’Eleganza Villa d’Este on Lake Como
Managing complex events with diverse programs and highly demanding audiences? That’s exactly what we’ve been doing for the BMW Group since 2013 – for both international and national press events – and since 2015 as lead agency for the world’s most prestigious classic car event. The Concorso d’Eleganza Villa d’Este is a spectacular annual journey set against an exclusive backdrop, bringing together journalists, car enthusiasts, and classic car collectors. For them, we create flawless guest experiences with smooth guest flow, unforgettable WOW moments, spectacular entertainment, and striking brand stagings.
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
