For the launch of its new fragrances, GUESS has identified the historic steamship as the ideal setting. Dario Cardamone, the company’s VP of Global Marketing, explains the reasons behind this choice
What is the common thread that links the spirit of these new perfumes to a craft so steeped in history? What inspired you to choose this particular ship to convey the essence of the brand today?
“The common thread is undoubtedly the celebration of timeless elegance and the iconic allure of the ‘Dolce Vita’; values that are deeply imbedded both in the identity of GUESS and in the history of Lake Como. The new GUESS fragrances were conceived to evoke a sensory journey imbued with seduction, romance and pure style. We needed a setting that was not merely a ‘container’, but an integral part of the narrative. With its period furnishings, Art Nouveau details and visible steam engine, the Concordia embodies Italian excellence and charm. Choosing this historic steamship allowed us to transform the launch into a truly immersive experience. We didn’t simply want to present a product, but to give our guests an experience that fully embodied the glamorous essence of GUEST today.”
Lake Como is a place of timeless charm, able to stir powerful emotions. On a more personal and emotional level, do you have any memories connected to this lake? Did you spend time here in your youth or in the past, and was there a particular feeling or atmosphere associated with this place that you wanted to convey through this event?
“For me, answering this question means talking about home. The waters of this lake, its colours that change through the seasons, and the outline of its mountains are quite literally part of my DNA. My connection to these places not only involves memories of my childhood or youth, but is a daily experience, as I regularly take the ferries when travelling between home and our headquarters in Lugano. The lake is part of my everyday life. Through this event with GUESS, the main feeling we wanted to convey was authenticity. We wanted the whole world, when looking at our installation, to feel that suspended, timeless magic, the same sense of majestic yet vibrant calm that I myself feel every time I step on a boat or look towards these shores. It is a tribute to a place that has given me so much.”
A vintage steamship embodies the history, tradition and craftsmanship of a bygone era; GUESS, on the other hand, is an internationally renowned brand that consistently looks towards the future, trends and innovation. In your view, how do the heritage of the Concordia and GUESS’s forward-thinking vision align and complement one another in this launch? “I believe that GUESS’s strength can be found in its dual nature. We are a global, pioneering brand that is always mindful of new generations and future trends, yet we have solid foundations rooted in a timeless aesthetic that values beauty and lasting relevance. The Concordia represents our roots, our artisanal craftsmanship and an era when people travelled slowly and in style. ‘Dressing” a piece of history of this kind with the patterns, colours and originality of the GUESS world creates an alluring contrast. Creative vision needs a strong foundations on which to express itself. The ship, in this coming together, acquires a new contemporary energy, whilst the innovation behind our products is elevated by a timeless heritage that never loses its relevance. It’s the proof that true glamour transcends time.”
A launch of this scale, which brings together an exclusive location with the brand’s international appeal always raises high expectations. Looking back on the event, how would you describe the response from the public and your guests? In what way did the level of participation and enthusiasm on board the Concordia confirm the success of this communication strategy?
“The response was nothing short of extraordinary; it went far beyond our expectations. The visual impact of the GUESS-branded Concordia sailing across the lake quite literally took everyone’s breath away, and the experience on board did the rest. Our guests, the media and the public not only discovered new fragrances, but they were also fully immersed in our world. The overwhelming enthusiasm we witnessed confirms something fundamental: that, today, experience is everything in communication. Our winning strategy was to unite a global brand with the local community, highlighting a regional icon in a way that is both respectful and bold. When you manage to create an event in which people don’t just observe but feel part of a larger narrative, you know you’ve succeeded. And with the Concordia, I believe we truly did.”
The aesthetics of excellence
by Alessia Fragassi
The identity of Lake Como around the world is inextricably linked to an aesthetic of excellence that combines landscapes, history and style. It is within this context that the recent collaboration between the management of Navigazione Laghi and the international brand Guess takes shape. This initiative saw our steamship Concordia transformed into a global platform for the launch of new high-fashion fragrances.
For a modern public authority, safeguarding its historic fleet cannot be limited to a mere museum-like preservation but should evolve into a strategy of active valorisation and promotion. The Concordia, an icon of steam navigation, is a unique strategic asset. Its ability to attract world-renowned brands reinforces the role of Navigazione Laghi management as a key player in positioning the Lake Como area at the forefront of the international luxury market.
The most complex challenge we faced, which were tackled with determination, was reconciling the exclusivity of an event of this scale with our primary mission as a public service provider. Even during the peak influx of visitors over the 1st May holiday period, we succeeded in ensuring the efficiency of scheduled transport services while simultaneously opening the doors of the Concordia to the public.
Allowing residents and tourists to come aboard free of charge and experience an installation that respects and enhances the ship’s Art Nouveau architecture and period details turns national heritage into a living asset to be enjoyed by everyone.
Towards a New Management Model
This partnership is not an isolated event but marks the adoption of a new paradigm in territorial marketing. The ability to work with large international industrial groups shows that Italian nautical excellence can – and must – become a channel for investment and global visibility. The Concordia Steamship, with its steam engine and timeless allure, is not only a testament to the past but a catalyst for innovation and image for the future of the country as a whole.
