Armani in the Spotlight: 2026 Eventex Award winner
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We are proud to announce that Armani in the Spotlight has been recognised at the 2026 Eventex Awards with six medals:
đ 2 x Gold â Brand Engagement and Interactive Performance
đ„ 1 x Silver â Brand Experience Beauty & Fashion
đ„ 3 x Bronze â Experiential Event, Community Engagement Event and Brand Experience Luxury & Premium Brands.
Armani in the Spotlight transported 250 guests â celebrities, KOLs, journalists, influencers and business partners â directly into the brandâs refined universe. The event blurred the line between a film set and a live experience, turning every attendee into both viewer and protagonist. Professional make-up artists led intimate sessions while dedicated photo and film sets invited guests to step confidently into the frame. Live photography captured these moments in real time; images were edited instantly and projected into the scenography, literally placing participants alongside Armaniâs global ambassadors. Surprise musical performances by renowned Polish actors added unexpected emotional layers, blending elegance with creativity and capturing the essence of the brand: sophistication, confidence and modern allure.
The creative idea was simple yet powerful â everyone deserves to feel extraordinary. By referencing the backstage world of film production and offering guests the chance to experience life âin the spotlight,â Armani Beauty delivered a clear, inclusive message: luxury is not distant; it is something you can step into. Glambot stations, dynamic lighting and projections created a constantly evolving environment that felt both exclusive and shareable. Real-time content creation turned every guest into part of the visual narrative, while KOLs and influencers carried the story far beyond the venue through authentic social amplification.
The event marked the official launch of Armani Beautyâs refreshed communication strategy in Poland. It challenged outdated perceptions, bridged tradition with modernity and positioned the brand as a top-of-mind luxury choice for a broader audience. Technology and storytelling worked in perfect harmony â live photo integration, surprise performances and immersive design created genuine emotional connections and immediate social buzz.
The results were outstanding:
- The campaign achieved 5.83 million video views, 1.5 million impressions and 410,000 engagements, securing the #1 position in organic video views.
- Over 700 media publications reached more than 4 million unique users.
- Brand performance indicators rose significantly: SOI reached #7 (+21 YoY) and SOE reached #6 (+24 YoY).
- Following the event, Armani Vertigo Lift Mascara became the #1 product at Douglas and ranked #3 on the overall market.
A heartfelt thank you to our fantastic client for the trust and partnership that made this visionary project possible.
Ready to create your own award-winning moment? Contact your local Creative Pro contact today, or send us a message via the contact form and weâll get right back to you!
Letâs build something extraordinary together!
Björn Wigforss is our Chief Operating Officer. Heâs been associated with the company for over 10 years, first as a non-executive advisor & partner and from 2023 as COO. Björn lives in Helsinki, Finland.