TheAimes

Projects

Curating Dreams

Art of Football
La Notte dei Re

About the project

An unforgettable night of sport and art, merging high culture and sporting entertainment in a thrillingly accessible way – 6 vs 6 champions play, an enormous visual artwork and a successful charity auction.

An unforgettable night of sport and art that merged culture as an and entertainment in an unprecedented way – 6 vs 6 champions play, an enormous visual artwork and a successful charity auction.

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  • Location
    Milan | Italy
  • Duration
    22.06.19
  • Client
    Group M

Commissioned Artwork by Agron Hoti

The first event to combine art, sport & charity

Scope of Work

Creative Concept
Curatorship
Artist liaison
Production
Project Management
Operations
Logistics

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2019

Enormously popular with both arts aficionados and sports fans

The opening ceremony showcased the creation of a unique site-specific work of art by renowned artist Agron Hoti, which also featured original signatures from many legends of football.

The opening ceremony showcased the creation of a unique site - specific work of art by renowned artist Agron Hoti, which featured original signatures from legends of football.

The first event to combine art, sport and charity, engaging football fans with contemporary art, LA NOTTE DEI RE was an unforgettable night of 6 vs 6 champions play, with a commissioned artwork by Agron Hoti (as large as the pitch) signed by players and auctioned for charity.

  A chance to see art and sport in a new perspective and in a different light, merging culture and entertainment in a thoroughly new way. The event hosted more than 28.000 people in only 4 hours and was live broadcast by Sky Sport, RTS radio and broadcast takers. 

  An engaging venue for public activations was created where a series of events related to the main sponsors were organized. A stage with live music was installed where famous Italian singers entertained the public while waiting for the football match to start. A paddle court was also installed to entertain the young generation with sport activities. 

  The main focus of the opening ceremony was the presentation of the site-specific artwork of the dimension of a 6vs6 football pitch with Italian music performances, football teams’ presentations, and institutional and sponsor speeches. Italian DJs were the MC of the ceremony. 
The closing ceremony was a celebration of the winning team, with live music, fireworks and confetti. At the end of the football match a gala dinner was attended by more than 800 VVIPs including collectors, museum directors, artists, art aficionados and sports stars. A charity auction was organized in collaboration with the international auction house Christie’s, where framed pieces of the huge artwork signed by international football player legends were auctioned. The proceeds went to the children’s hospital Bambin Gesù to improve medical care for children.

As everywhere, defining the production processes and assigning clear roles and responsibilities within our and Group M’s teams was vital to our success. All key roles and positions were managed directly by TheAimes’ and Group M’s in-house personnel, a tried and tested team used to working on a wide range of art events around the world.
@TheAimes

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