A spectacular annual convention for IAD Italy
A corporate event built around The Greatest Show concept, focused on surprise and engagement, in a trendy and iconic venue
Federica Ferron Event Account
Services
Venue scouting, technical support, catering, entertainment, gadgets, visuals.
Goals
Shaping a strong and coherent show-driven concept
The Client’s Request
IAD Italy’s search for a venue worthy of “The Greatest Show”
For the fourth consecutive year, IAD Italy relied on Location a Milano for the organisation of its annual convention, with a strong focus on identifying a venue capable of supporting a highly show-driven format. The concept, initially inspired by the circus and later developed into “The Greatest Show”, required a space with a strong visual identity, flexibility and the ability to host a continuous sequence of performances. The venue was expected to become an active part of the narrative, supporting pace, scene changes and an immersive audience experience.
Location a Milano’s Proposal
An iconic Milan venue shaping the IAD Italy convention experience
Location a Milano selected a well-known and visually distinctive Milan venue, chosen because it had never been used before by IAD Italy and because it aligned perfectly with the spirit of “The Greatest Show”. The venue proved to be a decisive asset thanks to its visual character, adaptable layout and the availability of on-site technical equipment, allowing the project to remain within budget without sacrificing impact. The space was enhanced through targeted set-ups, including scenographic catering carts and gold seating for the audience. Its versatility supported a seamless flow of performances, hosting acrobatic acts, light-based dance shows, stilt walkers and a DJ set within a cohesive and immersive environment.
Achieved Results
A venue that supported complexity, timing and stage management
The convention was delivered successfully despite its operational complexity, particularly in managing the stage schedule. The venue played a key role in ensuring narrative continuity and effective flow control, enabling smooth transitions between performances and precise timing. Its adaptability and technical readiness supported the execution of a demanding live programme, resulting in a structured and engaging event fully aligned with IAD Italy’s expectations.