ESSENTIALS AT A GLANCE
The Venue
A historic village estate in San Sebastiano da Po, Piedmont, its Renaissance courtyards and garden terraces repurposed as technology exposition halls, performance stages, and a backdrop for one of the most visually ambitious sales events the region has seen.
Industry
Enterprise technology
Country & Region
Piedmont, Italy
Producers
Johannes Hoyos, Elisa Zecchin, Francesca Sapey, Letizia Ghirardo
Character
Grand in scale, theatrical in concept, and logistically formidable.

Campfire Field Notes. Client Retreats
How Dell Technologies brought over two hundred of Europe's top consumer tech salespeople to a Renaissance village in Piedmont, filled it with servers, string quartets, and a DeLorean, and made a case that the future looks better with some history behind it.
Dell Technologies needs no introduction. The company has been selling computing infrastructure to the world for four decades, and its European sales network, spanning resellers and distribution partners across Northern, Eastern, and Central Europe, is one of the largest and most experienced in the industry.
These are not people who are easily impressed. They have been in boardrooms from Helsinki to Tel Aviv pitching servers and storage solutions long enough to have seen every corporate event format there is.
Which made what happened in Piedmont in May 2024 all the more striking.
These are not people who are easily impressed. They have been in boardrooms from Helsinki to Tel Aviv pitching servers and storage solutions long enough to have seen every corporate event format there is.
Which made what happened in Piedmont in May 2024 all the more striking.
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The Concept
The event was called Terra Oltre, and its creative premise was straightforward in ambition if not in execution: the collision of past and future. A Renaissance village in the Piedmont countryside as the setting for a technology exposition. Ancient stone courtyards housing Dell's latest server infrastructure. A DeLorean parked on the grounds, the same model that carried Marty McFly across time in the film, now sitting in a sixteenth-century courtyard next to a rack of enterprise servers.
The theme ran through everything. Workshop rooms became exposition halls, lit and dressed to showcase the full breadth of Dell's product range. Art installations punctuated the property. Performers in elaborate costumes moved through the space on three-metre stilts. A string quartet performed both in the open garden and in the central courtyard, the second time in costumes that incorporated lighting elements responding to the music, a detail that landed differently in a venue built centuries before electricity existed.
The event was conceived in collaboration between Dell's internal team, a Swedish experience design agency, and Campfire, who were responsible for realising the full production on the ground.
The theme ran through everything. Workshop rooms became exposition halls, lit and dressed to showcase the full breadth of Dell's product range. Art installations punctuated the property. Performers in elaborate costumes moved through the space on three-metre stilts. A string quartet performed both in the open garden and in the central courtyard, the second time in costumes that incorporated lighting elements responding to the music, a detail that landed differently in a venue built centuries before electricity existed.
The event was conceived in collaboration between Dell's internal team, a Swedish experience design agency, and Campfire, who were responsible for realising the full production on the ground.




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The Recognition
Terra Oltre was nominated for the Golden Wheel, the Gyllene Hjulet, awarded by SES, the Swedish event industry's highest recognition. For an event produced across three creative partners, two countries, and a Piedmont village that had never seen anything quite like it, the nomination was a fair reflection of what the week had actually been.
The guests, for their part, went home with a different picture of what a corporate sales event could look like. For a group that had seen everything, that was the point.
The guests, for their part, went home with a different picture of what a corporate sales event could look like. For a group that had seen everything, that was the point.
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