AREA accelerates WEB Eyewear (Marcolin) style in Formula 1

Influencer Marketing

Events and Brand Experiences

Content Marketing

Communication and PR

Marcolin, the undisputed leader in the optical world, aimed to take its WEB Eyewear collection, born from its collaboration with the Alfa Romeo TEAM Orlen Formula 1 team, to a new level of visibility and impact. AREA took on the responsibility of transforming this ambition into a tangible reality, designing an experience that went beyond the conventional boundaries of sports sponsorship. The goal was to convey the adrenaline rush of these races without losing the sophisticated and avant-garde style of WEB Eyewear, thus generating a media buzz that would resonate both in fashion circles and among motorsports enthusiasts. AREA responded with a precise and bold strategy, a plan to immerse a select group of influencers in a series of exclusive experiences during the Formula 1 Spanish Grand Prix, catapulting WEB Eyewear to the center of the conversation and consolidating its image as the essential accessory for those who seek to live life to the fullest.

From Barcelona to the networks - a VIP experience that sparked a passion for WEB Eyewear

At the heart of the strategy was a carefully designed premium experience in Barcelona, coinciding with the Formula 1 Spanish Grand Prix. AREA brought together a dream team of international influencers—from Italian dancer Gabriele Esposito to French it-girl Clara Marz, as well as Spanish trendsetters Alberto Ortiz Rey and Federico Rodríguez, along with other talents such as Gioele Ossola and Alex Sánchez de Mora, and Amina and Andrea Faccio—and invited them to experience a circuit of exclusive experiences.

AREA designed a three-day agenda for the influencers to enjoy the event in an immersive way, reflecting the #EyesOnTrack concept:

It all began with the influencers' arrival at the luxurious hotel The One Barcelona. On the afternoon of the first day, after settling into the hotel, AREA offered an aperitif on an exclusive terrace with panoramic views of the Sagrada Familia, a perfect space to start generating content and enjoy the views of the city. The evening then concluded with dinner at Feroz, one of the city's most select restaurants.

The second day began with a private relaxation activity at the hotel spa, followed by an exclusive visit to the circuit to create content and enjoy training sessions. The day concluded with another luxurious dinner at Gala, a Mediterranean-Japanese fusion restaurant with a surrealist-inspired aesthetic.

The third day was the highlight, where content creators were able to experience the race firsthand and share it with all their followers and fans. Exclusive access to the Barcelona-Catalunya circuit was the highlight of the event, giving rise to content creation in VIP areas, where they had the opportunity to interact with the drivers and capture the excitement of the race from a privileged perspective. AREA, in turn, covered the three days of the event live on the WEB Eyewear and Marcolin channels.

But beyond the numbers, the campaign's success translated into a genuine connection between WEB Eyewear and an audience eager for unique experiences and a sophisticated lifestyle. AREA demonstrated, once again, its ability to transform an event into a powerful branding tool, generating lasting engagement and positioning WEB Eyewear as the must-have accessory for lovers of speed and style.