For the past fifteen years, I’ve been the Creative Director and a driving force behind NuArt, a globally recognised show and entertainment production company…”
Gabriele Rizzi, founder, GABRIELERIZZILab
Gabriele Rizzi is a visionary creator and the founder of GABRIELERIZZILab, a cutting-edge creative hub dedicated to pushing the boundaries of artistic expression. This innovative lab is located in Sirmione, Northern Italy, nestled between Milan and Venice. There, a core team of 8-10 dedicated members, along with an extended network of talented professionals, craft extraordinary and exclusive experiences that evoke deep emotions. In this conversation, Gabriele discusses with us the inspiration behind his unique productions…
C&B: “Gabriele, your approach to entertainment is quite unique; how did you first develop your style and how do you interpret what your client is looking for – even if they don’t know themselves…”
GR: “My journey into the world of creative entertainment began on stage; I’ve always been a showman, an artist, and a director. These formative experiences were instrumental in shaping my unique approach to entertainment, blending traditional techniques with avant-garde concepts…”
“When I began this craft – for me, it’s not work but a craft – I was simultaneously in two roles: on stage and also behind the scenes as a creator of performances and an art director. This dual perspective allowed me to understand the complex machinery of organizing shows and various events. Few have the experience of conducting a show from both the artist’s and director’s perspectives. This involved balancing my desires, my guests’ expectations, and the overall concept. Thanks to this diverse experience, I can quickly identify what each project participant, from artist to client, needs and evaluate situations from all angles…”
I was inspired to create a new capsule that could explore and deliver the most innovative and emotionally resonant experiences possible, setting the highest standards in the industry and providing exceptional entertainment services worldwide; so I created the Gabriele Rizzi Laboratory…”
Gabriele Rizzi, founder, GABRIELERIZZILab
C&B: “What’s your creative process? How do you come up with your amazing ideas?”
GR: “My approach is generally consistent: I always strive to penetrate the essence of each client’s desires. It’s important for me to create something beautiful, almost a piece of art – something that will truly astonish the guests, delight the client who trusted us, and make the event unique and memorable so people remember it for a long time – perhaps a lifetime…”
Aesthetics, art, and entertainment are the three elements on which I base my work; I design experiences, compose tailor-made artistic proposals, and follow my vision through art directions, show concepts, and creative ideas…”
Gabriele Rizzi, founder, GABRIELERIZZILab
C&B: “If you were to put it into just a few words, what would you say is the USP of your brand?”
GR: “What truly sets me apart is my transcendental passion for a mission greater than myself; never did I think, or even dream, of creating an entertainment group. I see myself as a creative alchemist, devoted to nurturing an ever-evolving artistic spirit. Artistic companies observe, emulate, and draw inspiration from what we’ve brought to life with NuArt, sparking a true artistic revolution in the private event market. I’m proud to see queues forming worldwide for this trend we’ve ignited. Perhaps mad and happily cursed, I’ve always been obsessed with seeing beyond the stars…”
At GABRIELERIZZILab we transform creative concepts into unforgettable realities, elevating the standard of entertainment and artistic production…”
Gabriele Rizzi, founder, GABRIELERIZZILab
C&B: “Are there any specific venues or locations that you find particularly inspiring and you enjoy performing at?”
GR: “As we work globally, our high profile venues include some of the most exclusive locations in the world, from private estates and luxury resorts to iconic cultural landmarks. Our projects have taken us to stunning destinations across Europe, Asia, the Americas, and beyond, each event tailored to the unique essence of the location and the desires of our clients…”
C&B: “Talking of clients, what’s their general profile – corporate or private?”
GR: “We’ve had the privilege of working with a wide array of high-profile clients, including celebrities, royalty, and Fortune 500 companies. Our discretion and commitment to creating bespoke experiences have earned us the trust and loyalty of an elite clientele who value our ability to deliver unparalleled entertainment and artistic productions…”
We actively collaborate with various professionals and companies within the lifestyle industry; these partnerships allow us to integrate diverse elements into our productions, enhancing the overall experience and ensuring that each event we create is truly one-of-a-kind…”
Gabriele Rizzi, founder, GABRIELERIZZILab
C&B: “Besides the creation of your visual masterpieces, what’s your biggest challenge when on a project?”
GR: “First and foremost, we strive to convey what is considered unusual, what has never been done before; we perform live in 4D but present our artistic project in 2D. After years, I can say that no one quite understands the concept at the moment of first presentation, but something magical always happens – they believe and trust. And the sensational thing is that after the event, the relationship of esteem and trust amplifies and continues. Challenges such as unpredictable weather, logistical complexities, and unique location requirements are always present, but our team’s expertise and innovative approach allow us to overcome these obstacles and deliver extraordinary results…”
C&B: “With all the complexities of your projects, do you find your productions stressful? How do you relax afterwards?”
GR: “While the nature of our work can be demanding and stressful, I find immense joy and fulfilment in the creative process and the impact we have on our clients and their guests. To relax, I spend time in nature, which gives me everything: relaxation, inspiration, and peace. I indulge in moments of quiet reflection, immerse myself in nature, and draw inspiration from the world around me. This balance helps me stay grounded and continuously fuels my passion for creativity…”
C&B: “Given the opportunity, who would you most like to collaborate with?”
GR: “I can’t, and perhaps do not even want to, single out any particular project because each one is an incredible experience and joy for us; we pour our soul and passion into every project to make it unique. However, I’m always eager to work with visionary individuals and organisations that share our passion for pushing the boundaries of creativity. One dream project would be to collaborate on a large-scale immersive experience that combines cutting-edge technology with deeply emotional storytelling, creating a transformative journey for the audience…”
C&B: “Your work has been featured across numerous prestigious media outlets – how does this type of coverage help you reach your audience and what’s most effective?”
GR: “Yes, our work has appeared in many top-tier lifestyle and entertainment magazines, television programmes, and online platforms. These features highlight the innovative nature of our productions and the impact we have made in the world of private events and entertainment. However, we love the ‘here and now’, so we’re highly focused on social media, which seems to be the most vibrant medium…”
C&B: “Out of all the amazing projects you’ve worked on, what would you say is your biggest accomplishment to date?”
GR: “I’ll share the most recent one because the emotions are still fresh and vivid within me: My first ‘Snow Ceremony’ at over 2700 meters. Logistically impossible, the day before, during setup, we were in the midst of a storm. I was supposed to be in some remote place in Japan for my birthday, a sacred moment of contemplative reflection and disconnection from the world. But something made it so that I had to be in Zermatt to personally conclude the final step of the artistic narrative. I never thought that the greatest gift I could receive that day would be to absorb the wonder and emotion in people’s eyes…”
C&B: “That sounds incredible; it must be so rewarding to see the effect your productions have on the audience! How do you see your company developing over the coming months and years?”
GR: “At GABRIELERIZZILab, our mission is to continue pushing the boundaries of what’s possible in the world of creative entertainment. We are constantly seeking new inspirations and collaborations to elevate our work to even greater heights. Our dedication to innovation and excellence ensures that each project we undertake is a unique masterpiece, leaving a lasting impact on all who experience in it…”
WEBSITE: http://www.gabrielerizzilab.com
