Our client, one of the most exclusive British sporting marques, wanted to make a journey from Italy to England trying out a specific sports model with the aim of attending the mythical Goodwood Festival.
We took our inspiration from the cult 1969 film “The Italian Job” starring Michael Caine, designing the same route as the film, so starting in Turin, making our way over the Italian and Swiss Alps and ending up crossing the whole of France and reaching England through the Channel Tunnel in time to go to the International Goodwood Festival in West Sussex. Our aim was to carry out a different sort of test drive with the logistic challenges that crossing half of Europe would involve.
We aimed to link the entire trip to a “vintage&revival” concept that would allow us to choose the logistics for hotels, restaurants and route using this criterion.
On the other hand, our entire route had a definite feeling of a challenge because we had to cross 3 countries, mountain ranges, the English Channel, etc. We wanted to bring back to life a truly mythical film adventure.
Since the whole route took its inspiration from the film, we were crossing "backdrops" as it were, so the journey started to feel like an experience, an odyssey that made it something unique.
One example of the many little touches we thought of: starting at Lingotto itself, FIAT’s former factory, we took the vehicles onto the roof, just like in the 1969 film. A small foretaste of the journey to come on which we were to live “limited edition” experiences.