IVECO - Spirito in Movimento

What

The global launch of IVECO’s new brand ambition, driven by the values of “Spirito in Movimento”

When

1-4 July, 2026

Where

Turin, Italy

The event

an immersive experience

From July 1 to 4, 2026, OGR Torino hosted the global launch of IVECO’s new brand ambition, driven by the values of “Spirito in Movimento”, alongside the unveiling of its new Model Year 2026 range. The event transformed a major B2B launch into an immersive experience designed to let visitors feel, and live, the evolution of the IVECO brand. More than 2,000 guests from around the world journeyed through three narrative environments and a Piazza, the technological heart of the event and symbol of Italian identity. People from all over the world, customers, dealers, media representatives, and employees, took part in a unique experience for the commercial vehicle industry: not a trade fair, not a roadshow, but a 360-degree experiential ecosystem designed to convey the meaning of a transformation.

The
challenge

a new branding position

The platform is built on three pillars — Design, Experience, and Family — which redefine IVECO around a more human vision of transport. The creative challenge was about transforming that vision into an experience that could be lived, traversed, and remembered. The result was the creation of an environment that made this transformation perceptible, sensory, and personal. Every choice (space, light, the sequence of environments, soundtrack, film, imagery) was calibrated not to create a presentation, but an emotional journey.

A creative concept

inspired by an italian Piazza

At the heart of the project is the IVECO Piazza and the intuition that the brand’s values would find their ideal experiential translation in the archetype of the “Italian piazza”: an open space where people meet, recognize each other, and pause. Framed by moving screens that open like theatrical wings, it is the technological and symbolic core of the event, and at the same time the most powerful statement of what IVECO wants to become.

The pillars

three experiential areas

Motion by Design
Is the space of design as vision: in IVECO’s design, form and engineering are inseparable. Every detail arises from the encounter between engineering, functionality, and research. Design is not ornament, but design thinking.

Motion as a Family
Explores the brand’s more human and relational dimension: drivers, dealers, and workshops working with and around IVECO are not simply a stakeholder network, but a community united by shared values, goals, and experiences.

Motion Through Experience
Brings visitors into the IVECO ecosystem, where connectivity and integrated solutions combine into a fluid, intuitive experience designed around the customer and driver, placing efficiency and quality at the center of every journey.

People

the center of everything

One of the most significant choices of the project was placing people at the center, not only in declared values, but visually, narratively, and physically. Drivers and customers are the protagonists of a system that respects, connects, and enhances them. The same principle guided the event itself: the 2,000+ guests were not passive audiences but active participants in an experience designed for them.

The hero film

a manifest

At the heart of the creative ecosystem is a two-minute brand film, with creative direction by 777, directed by internationally renowned filmmaker and photographer Theo Gosselin, and produced by Filmmaster. A cinematic manifesto carrying the aesthetic signature of an author and the emotional power of a true audiovisual production. The film’s voice - over is by Shane Alexander, an American singer -songwriter whose evocative tone gives the piece an almost intimate dimension: roads, drivers, continuous movement, and the dignity of work on wheels become poetic material.