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We had the pleasure of being part of Mike Horn book signing rendezvous at the Panerai’s new concept store Panerai in Geneva. Its flagship boutique is characterised by innovative modularity and Italian design, combining both physical and digital features.
The event was elevated by a story in Mike Horn’s official Instagram account, whereby for the first lucky 100 people to register, the Panerai Experience started even before entering the boutique. As they waited in line, they were served delicious Italian coffees, and by scanning the QR code on the recyclable coffee cup, they also received a very special personalised message from Mike himself.
This experience was hinged on exclusivity, leveraged only by a charismatic ambassador, able to achieve even the most unreachable goals.