WHAT: IVECO “Be the Change” Launch Event | WHERE: Barcelona, Spain | WHEN: November 15, 2023 | 1,300 Attendees
Product launches and presentations
IVECO, the Italian multinational transport vehicle manufacturing company presented its renewed product range and service offering to more than 1,300 customers, dealers, partners and international media at the “Be the Change” launch event held in Barcelona, Spain this past November.
The event took place in one of the spaces within the spectacular Grand Via designed by Pritzker Architecture Prize winner Toyo Ito and one of the largest and most modern fair venues in Europe.
The immersive experience began with a Welcome Cocktail Reception where guests were guided by light and sound to enter the auditorium where they discovered they were standing on the stage themselves the protagonists of the event.
Seeing themselves as main characters provoked an explosion of energy and excitement.
Following the presentation of the renewed product change and service offering a refreshed logo was unveiled to mark the opening of this new chapter in IVECO history.
Guest were invited to experience the new vehicles up close and personal as they walked around them before the evening’s Gala Dinner.
To close the launch event, a special announcement was made about a partnership between IVECO and rock legends Metallica during their European leg of their M72 World Tour in July 2024.