Aria At The Savoy

Gucci’s founder was a former bellboy at the Savoy. So, in the midst of a pandemic and with most venues closed, it made sense to bring the two brands together to create a one-off, COVID-safe launch of the Gucci Aria campaign.

The quiet of lockdown offered our team a unique opportunity to use the closed space of the Savoy hotel to create a unique immersive experience to present the new brand film. Working closely with Hotel Creative, we created a lush meadow, filled with iconic vintage convertibles from which guests could watch the film and enjoy champagne and a hand-picked picnic basket of Continently treats. XYZ also ran the Production design, project and production management, oversaw the build of the space, the LED screen tech, content management, guest management and catering.

Three screenings that turned the courtyard of the Savoy to whimsical, bloom-filled meadow, enabling Gucci to provide vital support to their ATL campaign by engaging media through a high value experience, despite the pandemic restrictions.