DOLCEVITA ROADSHOW

La Dolce Vita – an ode to the sweet life, an attitude to life characterized by Italian flair and summery lightness. The new interpreted “Dolce Vita” collection by Longines is inspired by this feeling. For its launch DFROST has conceived and designed a holistic roadshow that captures and brings this attitude to life and all the associations connected with it. With strong storytelling, extraordinary customer experience and a breathtaking design DFROST draws attention to the modern collection “LaDolceVita” of the historical watch brand Longines.

For the two-month roadshow through five stunning cities, DFROST has completely rebuilt a 50-year-old Airstream, both inside and out, and redesigning it with timeless floral elements and Italian ornaments. Functioning as a display and inviting meeting space, the unique Airstream embodies both modernity and the “true vintage feeling” of tradition and Italian ease. Inside, it invites visitors to linger, get served a caffè and showcase the Longines collection on fancy visual merchandise. Outside, the Airstream stands as a statement, dressed in floral patterns and creating an impressive long-distance effect. Accompanied by lemon trees, floral arrangements and deck chairs, decorated in the same consistent design, the ensemble brings “LaDolceVita” to life. Different themes characterize the stations at Lake Starnberg, Lake Titisee, the North German coast on Sylt and the metropolis of Frankfurt am Main and state capital Wiesbaden, taking visitors on a journey through Italy.

For the presentation of the summery light watches with Italian flair, DFROST opts for decorated plates, which are color-matched to the individual watch. Colorful ornaments are reminiscent of Italian architecture and ensure that visitors feel the sweet life. The team on site, which was responsible for providing full advice and hospitality to guests, appeared in uniform outfits to match the mood and atmosphere. The storytelling of Italian lightness, summer and vacation runs through the entire concept of the roadshow and the look of the collection “LaDolceVita.” DFROST creates an extraordinary event, holistic design, representing the modernity and aesthetics of Longines ladies watches.