MILAN — Platform6 has acquired Without Production, a leading Milan-based agency specialized in designing, producing and staging runway shows and special events for fashion houses ranging from Ferrari and Prada to Gucci, Ferragamo and Louis Vuitton, in Italy and abroad.
Financial details were not revealed. Gabriella Mazzei founded Without Production in 1999.
Platform6, founded in 2024, is an international collective of leading creative agencies including Marcadé, which is recognized for designing and producing exclusive events dedicated to luxury and high jewelry brands, and Superbien, founded in 2009 and specialized in creating immersive experiences. The name Platform6 refers to the sixth art — performing arts — and the acquisition of Without Production broadens its offer, adding fashion shows to its expertise.
The group’s footprint extends across Paris, New York, Shanghai, Dubai, Monaco and Milan, offering a global reach.
“Without Production joining our group reflects our enduring commitment to excellence and creativity,” said François Marcadé, chairman of Platform6, who founded Marcadé in 1989. “It strengthens our presence in Italy while giving the Without Production team an immediate platform to expand into the markets where we already operate — Paris, Monaco, China, the Middle East and the United States. Our ambition is to bring together creative and operational talent within a group that stays human in scale. We look forward to working alongside Gabriella and her team to consolidate Without Production as one of the industry’s leading fashion show organizers. We extend a warm welcome to Gabriella and everyone at Without Production.”
Since Platform6 will preserve the distinct identities of each company, Without Production will continue to operate under its existing identity and maintain its client relationships, while benefiting from the group’s resources and operational standards to support its growth in Italy and abroad. As part of this transaction, Mazzei will become a shareholder in Platform6.
“I am thrilled to be embarking on this new chapter for Without Production and for myself,” Mazzei said. “Over the years, my team and I have developed a distinctive approach to ideating and delivering events and experiences. Today, we can apply this expertise to new projects and new markets, alongside partners who share our vision. This marks the start of a new chapter; I am very proud of this achievement and also extremely excited about what we will achieve together.”
Mazzei has successfully executed more than 1,000 high-end events globally, from Valentino’s couture fall 2022 show on Rome’s Spanish Steps and the fall 2023 couture show at Château de Chantilly with Pierpaolo Piccioli, going back to the first show with Alessandro Michele at Gucci in January 2015, when the set had to be reimagined in a matter of days after the exit of Frida Giannini.
Mazzei’s responsibilities in organizing a fashion event range from defining a concept and location in alignment with the creative director and the brand’s identity, to selecting the team and managing logistics, including guest management and backstage operations. The agency has been expanding its expertise into sectors such as automotive, food and beauty.
“The acquisition of Without Production marks an important step in building Platform6 into a European leader in live exceptional experiences,” said Xavier Marin, president of SLAM, or Sport, Luxury, Art and Music, the investment fund managed by Trail and the majority shareholder of Platform6. “In a world increasingly shaped by technology, we are deeply convinced that exceptional live moments will only grow in value. With Marcadé and now Without Production, Platform6 brings together the talent and the creative excellence to capture this opportunity. We are delighted to welcome Gabriella Mazzei and her teams to the platform.”
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