The Best Event Awards is a Prize created in 2004 to award a quality certificate to the best events of the year, to highlight them as an innovative communication media, fitting perfectly the media mix of the 3rd millennium. BEA is a consolidated event in Italy and across Europe, now at its 9th edition. The “Gessi Underground Experience” was voted as best “unconventional” event of 2012 by a panel of communication experts, astonished by the strong emotional impact of the event, for sure out of conventional standards: in the construction site of the future Spazio Gessi in via Manzoni 16/A, 20 meters under the ground, in the Fashion Quadrilateral, a global fashion and design reference point, with a complex installation and a large movie set, a metaphor was staged, through a multisensory path, helping to reach one’s deepest inner part. Over 120 people worked on the project, a 1.500 sq m underground area. The final race to the Best Event Award was shared with brands as famous as Lancia, Intesa Sanpaolo and Mondadori Pubblicità. Gessi Underground Experience in 6 days had almost 10.000 visitors (among field experts, journalists and followers), accompanied by psychologists and anthropologists, in a path across the deep inner earth of the construction site searching a physical and inner wellbeing space. With its traditionally "unconventional" spirit, just like the category of events for which Gessi was awarded the prize, the Company attended the 2012 Fuorisalone, not with a product display, but proposing an unusual "experience", a sensory path that approaches the public to its world that is never represented only though beauty or technology of products: it’s a world made of emotions, sensations, life quality and wellbeing. "The term Experience, better than others, encompasses our way of communicating. We’re very honored that our creative and innovative effort and our commitment to an unconventional content-based communication - said Eusebio Gualino, Gessi CEO – has been understood and loved by the mob present in via Manzoni for 6 days, but also by communication experts who awarded this exclusive prize to us ". The Spazio Gessi shall continue astonishing and working with emotions; when the construction site will be finished, in early 2013, the Spazio will not display products but will be a space for experimentation, innovation and culture in which new Gessi Private Wellness concepts are developed: living with quality, wellbeing and in a sustainable way one’s spaces.