WISE Eventi created the concept “Origin – Transformation Begins”, developing a narrative inspired by the four natural elements – Fire, Air, Water and Earth – as metaphors for CIMA Group’s four business identities. Hosted at the Diocesan Museum of Brescia, the journey transformed the museum into an immersive experience through installations, scenic design, artistic performances and visual content, culminating in the extraordinary opening of the Illuminated Manuscripts Room, exceptionally made accessible and reinterpreted as the Inferno Room, the symbolic heart of the entire narrative. From creative direction and naming to production, show direction and the integration of the food and beverage journey within the experience, the project translated CIMA Group’s identity into a language that brought together industry, culture and innovation, celebrating one hundred years of history with a clear view towards the future.