For the greatest part of the readers of this blog this post won't tell much, but for who lives in Milan like me the one above is a very strage sight indeed!
The "Navigli", the old artificial waterways of Milan, which are almost disused since the sixties, have been chosen as an unprecedented showcase by Pershing, the famous Ferretti Group shipyard and leading luxury motoryacht constructor, to puts its latest creation "Pershing 64’"on display. Nowadays, seeing a boat in the Navigli is a very rare occurrence, so a luxury yacht 64 feet long in the middle of Milan is a very effective campaign.
In the heart of the city centre’s most picturesque district that takes you back to the time when waterways, in this case the Navigli canals, were the main thoroughfares to the city, Pershing is about to present an exciting world preview of the new Pershing 64’. And for the entire duration of the "Salone del Mobile" (Milan Furniture and Interior Design Show) , the craft will be moored on the Naviglio Grande canal, in front of the historical Vicolo dei Lavandai. The relation with this international fair is not accidental; Pershing 64’ has an extremely ambitious design, confirmed by the constructor’s partnership with Poltrona Frau for the design and construction of the pilot house, all the seating and numerous other furnishing details; as well as with other top name design companies for the remaining interior fittings. So the Pershing 64' will be one of the stars of the "Fuorisalone", that part of the show that includes all those events that will happen outside of the buildings of the fair, scattered for the whole city.
Positioning their new boat in the center of Milan is just the first step of a huge Communication Campaign branded "THIS IS NOT JUST" that Pershing will bring in many places of the world.
As you could see in the following pictures the Pershing 64' up the river reach the Navigli of Milan. A very out of the ordinary sight for the spectators...