Mirata brings the Galleria delle Carrozze in Milan – Milan Central station from 8 to 12 October – the Taiwan Excellence Showcase.

Taiwan Excellence Showcase

Mirata’s planning idea developed a pavilion made up of containers, to symbolize those employed to transport goods from Taiwan to the rest of the world, becoming a great window to show case the Taiwan Excellence Award products. The pavilion, arranged on two levels, is characterized by open space surfaces with wide windows, and was made using green re-usable and eco-friendly materials.
We opted for a two level arrangement, because not only does it re-call the ways goods are stocked in docks world-wide, it also allowed us to increase the assigned area to display the 145 innovative products in high-tech, sports, and leisure time of the 45 Taiwanese companies present in the best way possible. Taiwanese companies which are leaders in their fields world-wide used the containers to welcome the public and as a B2B meeting place.

The project started last spring after a competition held by the Taiwan External Trade Development Council of Taipei. Mirata’s proposal was articulated by providing and developing all the necessary elements for such a wide-ranging event, from the design to the theme and forms of communication, to the content and PR planning.
Press to announce, follow and amplify the event and a Press Conference with over 100 participants, followed by the opening ceremony to present the event to journalists and authorities. Chef Rubio (Gabriele Rubini), face for DMAX, was the guest for the inauguration, becoming the protagonist of a highly appreciated cooking show to express the innovative value of the Taiwan Excellence Showcase products through his dishes.
Communication activities were done through territorial domination in eateries and shops of the area, to distribute invitations to the event. Street activities with teams along the main highstreets and directional areas and a young team that aboard flaming Stridas, the new foldable creative bicycle- one of the flagships of Taiwan’s excellence- went around the universities and meeting places of young targets. The invitation announced the contest one could participate to in the pavilion: a fun and interesting Trivia question on general knowledge on Taiwan. By completing the test and recording your data you participate to the draw for 4 Strida bikes and receive a touchscreen pen as a gift.

With Mirata, the best of Taiwan for a better Italy.