McFIT Opening

Client

McFIT-rsg group

The Objective

For the opening of the first McFIT gym in Bologna, we handled event production, artist selection, and communications, creating an explosive day that celebrated the brand’s arrival in the city by combining street art, sports, and music.

Following the monumental intervention by artist Giorgio Bartocci, who transformed the facade of the building on Via Mazzini with one of his iconic abstract murals, we headed down to the gym’s garage to complete the work: a live graffiti jam involving numerous local writers and artists, transforming the basement into an explosion of colors and styles.

The event was sponsored by Red Bull, which supported the activation with its energy and stage presence, helping to make the opening a true moment of urban gathering. A project designed to root McFIT in the city’s cultural fabric, highlighting the brand’s visual identity and street spirit from day one.