Grom harks back to the traditional, classiness of Italy’s vintage years combined with a slickness of modern times. “Gelato, as it once was”.

Having successfully gained fans throughout Italy and other major cities, Grom asked the team of Hot Pickle to create a high impact activation to launch their new flagship store on Piccadilly.

The trick with this brief was understanding Grom’s understated exterior, high level of craftmanship in their gelatos and trust they hold with their customers. We focussed on simplicity, beauty and Italian artistry. To capture this, we organised a procession of iconic Fiat 500’s parading in front of Piccadilly’s landmarks. The Fiats were branded all over with Grom’s illustrative icons, hand painted by artists to give a relay real quality and skill.

My role consisted of developing ideas, visualising them and contributing to the design of the cars.