Next Group

Presented last March in Marrakech the new Ferrari Roma Spider with two exclusive evenings, dedicated to Ferrari's best international clients. A double event conceived, designed and realized by Next Group in the splendid setting of the gardens of El Badi Palace, "the incomparable" palace of the sultan. After the reveal, dinner from "a thousand and one nights" set up in a marquee wrapped in Moroccan elegance and under a sky of hundreds of lanterns. Dishes by Michelin-starred chef Alajmo were served at the table. Hospitality for more than 800 guests: from the organizing secretariat to the welcome dinner, from experiences and excursions to the program dedicated to top management and all transfers, with a fleet of 50 minivans and 35 minibuses. Total staff: over 50 resources.

Curated by Adverteam, the group's consumer commnication agency, the immersive and multisensory installation that from April 18 to 23 was set up in the prestigious courtyard of the Pinacoteca di Brera and was among the must-sees of the 2023 edition of Milan Design Week with more than 40 thousand visitors.A spectacular mirror of water transformed the Cortile d'Onore through a play of reflections that paid homage to the splendid architecture of the Pinacoteca. 

The selection of the location was of paramount importance: a place that could accommodate and enhance values and narrative universe of the Grohe brand was needed. The result was an extraordinary fusion of the installation with the architecture of the museum, at night even more exciting as experienced by the more than 300 guests at the VIP event.

An international contest. A journey into talent through a great show to decree the best young chef in world cuisine. An event that evolves with each edition. This 2023 edition, currently in the works, will be the fourth edition under Next Group's signature.

Young chef finalists cook their signature dishes under the supervision of their starred mentor-chefs. 7 starred chefs from 5 continents make up the jury, "the Seven Wise Men." The energy of the kitchens is reproduced in a scenic and visual system that immerses the audience in the show and the places of the narrative: the world, the kitchen, the talent, the chefs, the brand values. At the end, a gala dinner created in each edition by the world's most prestigious chefs. For guests, a true brand experience through a journey into food and excellence.

An exceptional production effort. For each edition, at least10 months of preparation and more than 200 professionals involved.