Milan’s Piazza San Babila became the canvas for a spectacular show commissioned by Hugo Boss to celebrate its 30 year partnership with McLaren Formula 1 and the opening of its refurbished store in Milan, Italy. Formula 1 world champion Jenson Button was present at the event which drew in excess of 800 spectators – a mix of invitees and passers-by.

Communication agency ‘Say What’ was commissioned to bring together an innovative motion graphics project to mark the event. The agency contracted Angel Studios, which worked with 3D mapping audio-visual artist Roberto Fazio, to create a jaw-dropping film. Using four Christie Mirage HD18 1080 HD DLP^® projectors provided by Christie Partner Digital Network, the Piazza San Babila came alive stopping traffic and passers-by.

The concept of the four minute video was a blend of fashion and design to represent the power of the McLaren F1 engines, in parallel with the elegance and style of Hugo Boss.