Director and Creative Director, Simone Ferrari explores the new frontiers of live performance, interweaving storytelling, cutting-edge technologies and iconic sets.

He has created and directed heterogeneous projects: from Cirque du Soleil to Olympic Ceremonies, from theatrical productions to television productions such as “X Factor,” to Fashion Shows and musical performances for artists such as Måneskin, Robbie Williams, Sting, Ghali and many others.

In 2025 Simone Ferrari joined the group as Chief Creative Officer.