FOR THE FIRST TIME EVER, A YACHT ON SHOW IN TIMES SQUARE

She played hard to get, like the most beautiful women, but in the end love won the day and on June 6 Azimut S6 finally arrived in Times Square.

This is the unique location hosting the exclusive and exciting installation that features one of the finest yachts in the Azimut Yachts range. The remarkable initiative completes the New York celebrations organised by Azimut|Benetti to celebrate the Group’s 50th anniversary, in partnership with Design Pavilion and NYCxDesign, demonstrating once again the Group’s commitment to promoting interaction between art, yachting and design.

The installation ends a month of initiatives linked to this extraordinary anniversary, including public and private events, cruises on the Hudson river, cocktails on Chelsea Pier, debates and talk shows, with what can only be described as an unforgettable grand finale.

In fact, this is the first time in the history of one of the world’s most famous city squares that such a big yacht (the biggest that the square could host) has been exhibited and transformed as part of a creative installation. The organisation and production of this incredible initiative was made possible by the partnership with Design Pavilion and NYCxDESIGN, the annual event at which New York celebrates design. The partnership between Azimut|Benetti Group and Design Pavilion confirms the company’s desire to continue to surprise and innovate the yachting sector, not least through alternative communication initiatives that illustrate the cornerstones of the company culture: refined universal design, constant evolution and ongoing technological research.

The installation (preceded last year by the Azimut S7 initiative outside the Triennale di Milano during Milan Design Week, also produced by FeelRouge Worldwide Show) is part of a cultural operation designed to shine a light on the DNA of the Azimut brand, which from the outset has hybridized yachting with unexpected elements, broken the rules of convention, and subverted the established order. In this sense, even the locations chosen to exhibit the product are not coincidental.

This spectacular urban show is designed to create a dialogue with the city, in which the yacht reflects the hypnotic and kaleidoscopic plays of neon light, in a new form of design that is consistent with the powerful choices and new codes established by Azimut Yachts over the glorious past 50 years.

The initiatives connected with the S6’s appearance in Times Square, until June 11, also include public engagement activities, the first of which is addressed to new generations in partnership with One Ocean Foundation, the organiser of projects to protect the marine environment. The second, on the other hand, promotes an international competition for design students entitled Can You See/Sea The Future, organised by Azimut Yachts in collaboration with Arts Thread.