The challenge
The debut of the new season of House of the Dragon on Sky and NOW had to become something to live, not just to watch. It called for an event that could bring guests and creators inside the world of the series, breaking down the line between entertainment and reality and giving everyone something to tell and share.
The idea
We turned an urban venue into a great open-air fantasy banquet, “Milano Accende il Fuoco” (Milan lights the fire), dominated by sets inspired by the Seven Kingdoms and by fire, the symbol of the Targaryen dynasty. Together with Giannasi 1967, reimagined in a fantasy key, we served dishes inspired by the Targaryen universe, symbolically cooked on “dragon fire”. At the entrance every guest received a bag of gold coins to spend on drinks and dishes, so even the food and drink became part of the story.
The result
At the heart of the evening was the Dracarys Machine: in front of a scenic portal, guests shouted the famous command, and the louder the shout, the bigger the burst of flame. An iconic moment of the saga became a challenge made to be filmed and shared. To complete the experience, house sigils drawn live became one-of-a-kind gadgets and more content to share.
