WHAT´S THE MOST POWERFUL WORD?
Armani Beauty participated in the Festival of Lights 2025 to make a powerful statement about self-determination, empowerment, and modern femininity with the launch of its new fragrance Sì. The goal was to present the essence of the fragrance in a sensual, emotional, and captivating way.
The installation embodied inner strength, freedom, and elegance – values cherished by the brand and conveyed to its customers. Visitors were invited to experience the message of Sì anew – a radiant celebration of confidence, passion, and elegance.
Under the question “What’s the most powerful word?”, the Festival of Lights team transformed three iconic Berlin locations – the Hotel de Rome, the Berlin TV Tower, and KaDeWe – into a tribute to the word Sì – a powerful “yes” to oneself.
The moving video mapping story encouraged visitors to say “Sì to Myself”, creating an emotional and unforgettable experience.
The campaign extended throughout the city, guiding visitors along their journey. The message “What’s the most powerful word?” became a recurring thread across Berlin – from iconic facades to everyday urban life – amplifying the emotional impact of the projections throughout the cityscape.
Success:
The installations resonated strongly with audiences, both on-site and online. Visitors of all ages were captivated, and posts on multimedia channels generated thousands of interactions. The combination of sensual aesthetics, emotional messaging, and iconic locations effectively communicated the values of Armani Beauty and created valuable touchpoints for brand engagement.
WHAT MAKES YOUR HEART BEAT?
Mission:
The task was to present the new fragrance Sì Passione Eau de Parfum Intense by Giorgio Armani in a sensual and captivating way.
Implementation:
The exclusivity and message of the fragrance – elegance, strength and pure sensuality – was presented in a visually powerful video projection. There was no more fitting location than the legendary Hotel de Rome on Bebelplatz. ‘WHAT MAKES YOUR HEART BEAT?’ was the luxury brand’s clear message. The impressive projection was accompanied by a co-presentation of the exclusive opening event of the 20th Festival of Lights.
Success:
As the central location of the Festival of Lights 2024, the Hotel de Rome took on a special role and transformed itself into a luminous eye-catcher with the Armani motif that made hearts beat faster and brought Sì Passione to life. The prominent staging guaranteed enormous visibility for around 3.5 million visitors. The project was accompanied by extensive social media activities that achieved an impressive reach.
