CASO STUDIO
METRA Building - Concorso Internazionale d'Autore
Case study

A B2B event designed to strengthen METRA Building's positioning within contemporary architecture, transforming an international competition into a platform for dialogue between business, design and innovation.

Client
METRA Building
Event category
Meeting & Convention
Event format
International competition · Evento B2B · Awards ceremony
Participants
Più di 150 guests
Location
Milano, Italy

The request

METRA Building, the METRA Group business unit specialising in aluminium systems for contemporary architecture, chose to evolve its long-standing International Author Competition into a strategic project dedicated to design culture and dialogue with the architecture community. The initiative offered an opportunity to consolidate the Brand’s positioning within the international community of architects and designers, moving beyond the logic of a product award to create a platform for discussion focused on innovation, design research and architectural quality.

Objectives

The objective was to strengthen METRA Building’s authority as a key partner for the architecture world, promoting qualified dialogue with designers, architecture firms and industry stakeholders. The project transformed the competition into a Brand positioning tool, capable of generating valuable relationships and consolidating METRA Building’s identity as a company that actively contributes to the evolution of design culture and aluminium-based innovation.

The project

The project was structured around two complementary moments: the selection of finalist projects at METRA Building’s headquarters and the award ceremony held during MADE Expo Milan, one of the leading international events for construction and architecture. The creative concept, visual identity, event production and content development came together to create an experience aligned with the Brand’s positioning, transforming the International Author Competition into a relationship platform connecting business, design and innovation. More than an event, the project became a strategic tool through which METRA Building strengthened its role within the international architecture landscape and deepened dialogue with its community.

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