Industry
ITALY - Sky Atlantic: the official launch event directed by Sinergie
Sky Atlantic, the new Sky channel entirely dedicated to the most popular and engaging American and
European TV series, has been on the air since 9th April for all Sky HD subscribers. The official launch took
place on 3rd April in an event directed by Sinergie.
The 25th
and 26th floor of the Diamond Tower were the venue for an extraordinary event last 3rd April: the
launch of Sky Atlantic, a wholly unique programming experience in Italian television.
The event took place in two phases.
In the morning, dozens of journalists gathered on the 25th floor in what appeared to be a cosy, enclosed cinema-like space lined with red velvet drapes for the debut press conference of the new channel. As the conference drew to a close, the drapes were suddenly drawn back to reveal a breath-taking view of Milan through the tower’s plate-glass windows, astounding and delighting the journalists.
Andrea Zappia, Managing Director of Sky Italia did the honours; together with Andrea Scrosati, EVP Programming, and Sky Atlantic Director Antonio Visca, he unveiled the details and features of the new channel. Also present were actor Sergio Castellitto, star of the Italian version of In Treatment and director of Twice Born, and Michael Dobbs, author of House of Cards, the novel behind the TV series of the same name. The two shared anecdotes and curiosities regarding the production of the respective TV series.
As Milan slowly darkened in the light of the setting sun, the night was illuminated with the flashbulbs of photographers stationed along the red carpet leading to the Diamond Tower to immortalize the many celebrities attending the exclusive evening festivities. The over 300 guests – from Simona Ventura and Linus to Stefano Accorsi and Victoria Cabello, with guests of honour Sophie Turner, Maisie Williams and Liam Cunningham, three of the stars of Game of Thrones 4 – were welcomed into a unique atmosphere on the 25th floor, with designer furnishings and trailers for the TV series projected on the walls.
Excitement reached a peak when Andrea Scrosati pressed a button that lit up the glass sides of the Diamond Tower with the live countdown, announcing the imminent arrival of Sky Atlantic to all of Milan. Dinner was thematic both in its menu and its staging: mysterious red carnations, like those worn by the star of Boardwalk Empire, were passed out in Medieval terracotta bowls evoking the Game of Thrones series.
The guests were thus intimately immersed as protagonists in the mood and glamour of Sky Atlantic.
Guests then put down their napkins and were escorted up to the 26th floor, each with their own carnation, where they were received by Enoch Malachi “Nucky” Thompson, the political boss of Boardwalk Empire. He graciously offered them a theme cocktail at the Boardwalk Empire bar before guiding them through an immersive itinerary of the new TV series and the spirit of Sky Atlantic.
Sinergie also decorated four rooms, each dedicated to a TV series: Game of Thrones, House of Cards, The Borgias and Les Revenants. The rooms featured exciting projections of the series, thematic furnishings and decorations, such as the enormous Throne of Spades, as well as sounds and smells for a total sensory experience. The evening continued in the lounge area with live music in an elegant yet casual setting.
Sinergie created an unforgettable and successful event for Sky, handling everything from the decorations to the coordinated graphics, from video contributions to conviviality, as well as guest registration and security. It was all united by the creativity of the Italian agency in creating an event where the key to success was emotional engagement and the surprise factor.
Final result: a total immersion in the exciting world of Sky Atlantic, almost one hundred metres off the ground!
The event took place in two phases.
In the morning, dozens of journalists gathered on the 25th floor in what appeared to be a cosy, enclosed cinema-like space lined with red velvet drapes for the debut press conference of the new channel. As the conference drew to a close, the drapes were suddenly drawn back to reveal a breath-taking view of Milan through the tower’s plate-glass windows, astounding and delighting the journalists.
Andrea Zappia, Managing Director of Sky Italia did the honours; together with Andrea Scrosati, EVP Programming, and Sky Atlantic Director Antonio Visca, he unveiled the details and features of the new channel. Also present were actor Sergio Castellitto, star of the Italian version of In Treatment and director of Twice Born, and Michael Dobbs, author of House of Cards, the novel behind the TV series of the same name. The two shared anecdotes and curiosities regarding the production of the respective TV series.
As Milan slowly darkened in the light of the setting sun, the night was illuminated with the flashbulbs of photographers stationed along the red carpet leading to the Diamond Tower to immortalize the many celebrities attending the exclusive evening festivities. The over 300 guests – from Simona Ventura and Linus to Stefano Accorsi and Victoria Cabello, with guests of honour Sophie Turner, Maisie Williams and Liam Cunningham, three of the stars of Game of Thrones 4 – were welcomed into a unique atmosphere on the 25th floor, with designer furnishings and trailers for the TV series projected on the walls.
Excitement reached a peak when Andrea Scrosati pressed a button that lit up the glass sides of the Diamond Tower with the live countdown, announcing the imminent arrival of Sky Atlantic to all of Milan. Dinner was thematic both in its menu and its staging: mysterious red carnations, like those worn by the star of Boardwalk Empire, were passed out in Medieval terracotta bowls evoking the Game of Thrones series.
The guests were thus intimately immersed as protagonists in the mood and glamour of Sky Atlantic.
Guests then put down their napkins and were escorted up to the 26th floor, each with their own carnation, where they were received by Enoch Malachi “Nucky” Thompson, the political boss of Boardwalk Empire. He graciously offered them a theme cocktail at the Boardwalk Empire bar before guiding them through an immersive itinerary of the new TV series and the spirit of Sky Atlantic.
Sinergie also decorated four rooms, each dedicated to a TV series: Game of Thrones, House of Cards, The Borgias and Les Revenants. The rooms featured exciting projections of the series, thematic furnishings and decorations, such as the enormous Throne of Spades, as well as sounds and smells for a total sensory experience. The evening continued in the lounge area with live music in an elegant yet casual setting.
Sinergie created an unforgettable and successful event for Sky, handling everything from the decorations to the coordinated graphics, from video contributions to conviviality, as well as guest registration and security. It was all united by the creativity of the Italian agency in creating an event where the key to success was emotional engagement and the surprise factor.
Final result: a total immersion in the exciting world of Sky Atlantic, almost one hundred metres off the ground!