Misano World Circuit, 21 June 2024 – The #RideOnColors-Misano World Circuit project has won the Compasso d’Oro ADI 2024 in the ‘Research for Business’ category. The award was presented yesterday evening at the ADI Design Museum in Milan.
This is an extraordinary success for the intuition, developed together with the designer Aldo Drudi, to synthesize the colors of the Riders’ Land in the over 20,000 square meters of the Marco Simoncelli escape routes, to the point of making the track an identity and connecting it with the territory.
A project that has made MWC and Riders’ Land recognizable in the world and has offered a tangible contribution to the promotion of the territory in the heart of the Motor Valley.
The prestigious award was welcomed with great satisfaction by the promoters of the Gran Premio della Riviera di Rimini and the Republic of San Marino, where the Riders’ Land flag flies.
Together with the Region Emilia-Romagna with Visit Romagna and APT Servizi, the group of promoters is composed of Republic of San Marino, Province of Rimini with the coastal municipalities and Misano World Circuit.
“Since 2007 – they comment in unison – we have dedicated ourselves to defining a precise identity for the event to add, to the indisputable sporting value, also the proposal of a territory with a tourist vocation. The doubling of spectators compared to the first edition and the economic spin-off that multiplies the organizational costs are the concrete basis of a project appreciated for its recognizability, for which the color marketing project developed between 2017 and 2020 under the direction of a creative genius of the caliber of Aldo Drudi was decisive. The Compasso d’Oro is an award that makes everyone proud and holds together solid values that we are proud of”.
For Aldo Drudi it is the second Compasso d’Oro of his career, the previous one was in 2001 for a project together with the Dainese Study Center and linked to the creation of the T-Age Suit motorcycle suit.
LUCA COLAIACOVO, PRESIDENT OF SANTA MONICA SPA AND ANDREA ALBANI MANAGING DIRECTOR MWC
“The Compasso d’Oro makes us proud and rewards a path of transformation of the Misano World Circuit, of the Financo Group, which began by telling the story of the circuit with the colors of the territory, summarized by Aldo Drudi in a truly exciting form that has positioned us among the elite of world circuits. Investments followed, 10 million in recent years, on the structure and economic and environmental sustainability of its activity.
We have changed the classic paradigm: not a circuit that closes together with the events, but always connected with what surrounds it, a park of engines resulting from the intuition of the color marketing project fueled by the substance of an industrial plan that includes and enhances it for the benefit of the community”.
ALDO DRUDI
“Pride and surprise. The Compasso d’Oro rewards the work that my team and I carry out every day with commitment and professionalism. The surprise comes from the fact that usually objects are evaluated, whether small or large. Instead, we proposed a ‘theater’, one in which champions of motorcycles and cars express themselves to the fullest.
At the origin there is a healthy madness: mine is understandable, while that of the MWC owners is surprising. They gave me a blank sheet of paper. We have mixed the colors of the territory and those of speed, the texture is an original declination on over 20 thousand square meters designed, different in each area and not a cyclical sequence as is often seen in other circuits.
All together, circuit and events, communicate a heritage that under the direction of the Motor Valley has become a tourist product, because behind it there is a system made up of companies, teams, pilots, events and also MWC that become an additional ingredient in the destination’s proposal.
Marco Poderi thought about communicating the essence of this ‘package’, because only such an exciting video could fully represent a work like this”.
CLAUDIO DOMENICALI, PRESIDENT MOTOR VALLEY
The awarding of the prestigious Compasso D’Oro to the #RideOnColors-Misano World Circuit project is a great honor for the entire Motor Valley. It shows how design and beauty are central not only for the major car and motorcycle brands, but also for all the other entities that are part of this fascinating territory, capable of enhancing both their industrial and tourist heritage”.
FROM THE INITIAL INTUITION, THE EVOLUTION OF #RIDEONCOLORS
The launch of the #RideOnColors project took place in 2017 with a gigantic graphic work created in the spaces surrounding the Misano World Circuit track.
The project was consolidated with another fundamental stage in July 2019, at the Boga Space in Milan, when the project was declined in the recognition of the Riders’ Land to enrich the Grand Prix of San Marino and the Rimini Riviera with the colors of a brand identity of the territory and the contents of a land with an infinite passion for engines.
The first step subsequently contaminated the graphic choices regarding the presentation poster and the involvement of the promoters in a strategy that welded the show to the culture of motorsport. Heart and managerial skills together, to guarantee the hospitality industry an increasingly attractive product that is also in the name of sustainability. An example of this is the creation of the MWC Square, developed in paddock 3 to represent prestigious brands involved in the sector and now a fundamental space in the overall MWC offer.
#RideOnColors has therefore become an innovative integrated marketing project also useful for communicating what is produced in the San Marino and Rimini area in terms of events – The Riders’ Land Experience – which involve 300 thousand visitors during the week, in addition to the approximately 160 thousand who attend MWC during the MotoGP event weekend.
SEE YOU AT THE RED BULL GRAND PRIX OF SAN MARINO AND RIVIERA DI RIMINI 2024
Also in the next Red Bull Grand Prix of San Marino and Riviera di Rimini (6-8 September 2024) the textures of #RideOnColors will color the images broadcast around the world. The declination makes recognizable everything that radiates from the circuit to the five continents, including a line of merchandising developed with Terranova and distributed in the company’s stores all over the world.
The result is an economic spin-off certified by a Trademark Italia survey: the San Marino and Riviera di Rimini Grand Prix in 2023 generated a fallout of 80.256 million euros, raising the multiplier value compared to the organizational cost to 9.1.
The prestigious recognition was welcomed with great satisfaction by the promoters of the Riviera di Rimini and Republic of San Marino Grand Prix, where the Riders’ Land flag flies.
Together with the Emilia-Romagna Region with Visit Romagna and APT Servizi, the group of promoters is made up of the Republic of San Marino, the Province of Rimini with the coastal municipalities and the Misano World Circuit.
“Since 2007 – they comment in unison – we have dedicated ourselves to defining a precise identity for the event to add, to the indisputable sporting value, also the proposal of a territory with a tourist vocation. The doubling of spectators compared to the first edition and the economic spin-off that multiplies the organizational costs are the concrete basis of a project appreciated for its recognisability, for which the colour marketing project developed between 2017 and 2020 under the direction of a creative genius of the calibre of Aldo Drudi was decisive. The Compasso d’Oro is an award that makes everyone proud and brings together solid values that we are proud of”.
#RIDEONCOLORS IN THE HISTORY OF DESIGN
In these seventy years, the ADI Design Museum has enhanced the idea of quality of projects that has always distinguished the greatest Italian design award. Just over 370 people have received the award conceived by Giò Ponti who followed the evolution of culture and society.
“The heritage of objects and documents it houses – explains Umberto Cabini, president of the Fondazione ADI Collezione Compasso d’Oro – has a characteristic that other museums do not have: it is not simply a collection of industrial products, but is the indelible trace of the metamorphoses of quality, from the 1950s to today”. Together with the awarding of the twenty prizes, an exhibition of the products participating in the edition was opened yesterday and will remain open until 16 September 2024 at the ADI Museo Design in Piazza del Compasso d’Oro in Milan.
#RideOnColors will therefore become part of the ADI Compasso d’Oro Collection, permanently exhibited at the ADI Design Museum. A collection declared in 2004 to be of “exceptional artistic and historical interest” by the Ministry of Cultural Heritage and Activities. The Compasso d’Oro is held with the patronage and thanks to the contribution of the Lombardy Region.
