Ducati Scrambler
Days of Joy China
Ducati Scrambler's Days of Joy is a global experiential event for media and fans to get some real ride time with the Scrambler bike, and the brand. We were asked to take the lead on the very first Days of Joy to take place in China.
From the 20th to the 23rd of September 2019, 60 Ducati fans and 12 media guests were invited to the bamboo shrouded Moganshan in Hangzhou to experience first hand authentic Scrambler motorcycle culture. Four Ducati riding instructors from Italy coached the riders in 3 exciting Scrambler programs, including session on a flat dirt bike track, a mountainous off-road adventure, and a long highway road ride. 
During the two day event, also guests experienced 3 different types of test rides, a welcome dinner bonfire and entertainment, numerous outdoor activities, Italian cuisine and a pizza cooking class courtesy of BellaVita, a friendly football session with Juventus academy Shanghai, all located in an outdoor fully branded event space.
We lead the ideation, design, production and management of the event, from event design and activations, onsite branding and architecture, as well as guest management and logistics.
Lead Agency: VOK DAMS Beijing
Deputy GM: Anna Stratieva
Project Lead: Katie Chao
Concept + Creative Director / Art Director: Rich Akers
Guest Management: Amber Lin
Project Executive: Robin Xu
3D Design: Huang Jinming