Sanlorenzo
APPLICATIONS

BOAT SHOW

Boat Shows represent one of the most important touchpoints of the Sanlorenzo experience and a key expression of the brand in the physical world. From invitations and spatial design to materials, branding applications and staff presentation, every element contributes to creating a recognisable and refined environment. These guidelines define the principles that shape every Sanlorenzo Boat Show worldwide, ensuring a shared language while adapting to different contexts, locations and scales.

Boat Show & event guidelines

A recognisable Sanlorenzo experience worldwide.
These guidelines outline the visual direction, guest experience, branding standards, and hospitality format for all yacht-related exhibition events.
They ensure a consistent premium image across dock set-ups, yacht experiences, stand design, and VIP dinners. All teams, partners, and vendors should follow the same brand tone and execution standards. 

Boat Show Invitations

Unified invitation templates delivered by HQ

Boat Show invitations are developed from predefined templates to ensure a unified visual identity across all events. Typography, layouts, hierarchy and graphic elements follow the Sanlorenzo brand system while allowing the adaptation of event-specific information.
This approach creates recognisable communication materials across different Boat Shows worldwide, maintaining the same aesthetic language while adapting to locations, launches and event formats.
Custom event creatives are not intended to be developed locally. When required, they will be created by the Sanlorenzo Brand Team upon request.

BOATSHOW_01

Stand Fundamentals

Stand typologies

Sanlorenzo Boat Shows are conceived as a unified expression of the brand across all international events and locations. Each set-up follows precise guidelines covering architecture, materials, colours, branding applications, signage, partner visibility and visitor standards.

setup

Stand Fundamentals

Materials and Colours

Natural textures, warm woods, oxidised metals, architectural glass, neutral surfaces and soft textiles are combined to create environments that feel contemporary, elegant and timeless. These materials define the visual language of the spaces while ensuring coherence across different set-ups and locations.

MC_CAMPIONI

Stand Fundamentals

Sanlorenzo logos general dimensions

Single letters in high-density polycarbonate with special copper metallic glossy paint  and double transparent protective coating  (supplied with rear pins for attachment to internal walls and external walls), copper colours based on sample. Luminous logo: always striped  (if the dimensions and the supplier allow it). 3DLogo: always striped, except when  the dimensions are too small to ensure a good result, in this case the solid version is recommended. 

SL LOGO DIMENSIONS

Stand Fundamentals

Credit guidelines

  • No other logo may have same or greater size than Sanlorenzo logo
  • Logos must follow Sanlorenzo guidelines
  • Use only one colour variant on each wall depending on the light or dark background
  • Credits in excess are for stock only, they must not be inserted in other free walls
CREDITS

Stand Fundamentals

Meeting rooms

Indoor areashould have:
• Coat rack
• Waste basket
• Video Led+wifi connection
• Apple TV
• Ashtrays
• Decorative features 
• The Brand Representative’s back-office will be equipped with:
1 professional printer A4+A3, toner +A4 and A3 paper format, watercooler, stationery, promotional material.

Stand Fundamentals

Reception

  • All receptionists will be fluent in English.

  • All receptionists will always smile and behave politely, greeting visitors properly and assisting them throughout the registration process.

  • All receptionists will keep their hair presentable at all times.

  • All receptionists should store their personal belongings inside the dedicated lockers.

  • All receptionists will be given: iPad with Check-in App.

  • They will register visitors and match them with the pertinent dealer/sales person.


  • Receptionists will make sure all visitors entering the stand have been properly registered and assigned to the pertinent dealer/ sales person ensuring they wear a wristband bracelet that allows them to enjoy access to the Sanlorenzo Lounge.

  • The reception desk must always be kept tidy and clear.

Stand Fundamentals

Decorative features example

Stand Fundamentals

Details

DETAILS_STAND

Stand Fundamentals

Scale models

Sanlorenzo chromed scale models are actual sales tools. These scale models may be exhibited in the Brand Representatives’ sales offices with layout and fittings approved by Sanlorenzo’s Marketing Department (inside a proper glass cabinet called “Wunderkammer”) or they may be precious gifts for important owners. In this case colour models will be allowed. Sanlorenzo’s Marketing Department can provide a price list and guarantees special prices and conditions for the scale-model boats, charging only its own costs.
Scale models should be displayed in the glass vitrines called Wunderkammer, 1 or 2 per cabinet (display should follow the “pyramid effect”: bigger model below, smaller model above).
  • Scale models should always feature a plexiglass base providing technical data.
  • Each glass cabinet should feature stickers with model boat logos.

Stand Fundamentals

Console table

Alternative model display on Console table metal painted grey Finish matte paint RAL 7022  for indoor use

CONSOLLE

Stand Fundamentals

Decorative Flowers

Selection of flowers and leaves:

  • Red Protea flowers
  • White Protea flowers
  • Small white Calla lilies
  • White Curcuma flowers
  • White Garlic flowers
  • Green Monstera leaves (diameter 20-25 cm)
Please remember that all cut flowers and
leaves should have transparent water tubes
filled with water.

Stand Fundamentals

Decorative Plants

Plants will be displayed in horizontal half  barrels, in accordance with layout from our architectural firmSelection of plants (mix of 1.5 - 2 meters):Howea forsteriana palm, Olive tree, Chamaerops, Brahea armata palm, BambooPlants will be displayed in wooden half barrels and covered with jute fabric (not included).

PLANTS

Outdoor & Dock

Gazebos

Outdoor & Dock

Dock set-up

The dock should create a strong visual impression from the first arrival point.
Branding must be clear, premium, and easy to read from a distance.
All structures and materials should be suitable for outdoor marine conditions.
Sanlorenzo and Bluegame do not display flags on the dock; the setup should maintain a clean visual environment, with branding expressed through the overall ambience.

Set-up includes:

  1. Registration desk

  2. Welcome totem

  3. Yacht specification totem

  4. Sanlorenzo bench / shoes holder

  5. Boarding signages

  6. Brand-style carpet

  7. Lighting along the yacht for night-time event

Outdoor & Dock

Boats

All boats should be provided:

  • Sanlorenzo boat model sign (for the gagway)
  • Sanlorenzo bow flag
  • Sanlorenzo rugs
  • Sanlorenzo shoecovers
  • Bench with cushions and shoecovers racks
  • Technical data sheet support (Totem)

Outdoor & Dock

Totem

Each yacht is assigned a dedicated totem featuring model-specific information and graphics. Built on a shared structure and material palette, the system ensures a coherent visual language while adapting content to each yacht.

SHOES BENCH 2

Sanlorenzo bench / Shoes holder

The Sanlorenzo bench should be placed near the yacht.

SHOES BENCH 1

Outdoor & Dock

Details

DETAILS_DOCK

Outdoor & Dock

Signage

Food & Beverage

Catering

  • Champagne bar and buffet: exclusively for customers.
    Watercooler machines are at Sanlorenzo staff and Brand Representatives disposal.
  • Packed lunch: Sanlorenzo Staff and Brand Representatives will have separate pocket lunch.
  • The catering will include: finger foods and all the table arrangement, 2/3 professional bartenders (depending on the stand dimensions)
  • Prosecco: official partner Ca' Del Bosco
  • Chocolate: Italian chocolate
  • Water: luxury glass bottles, sparkling/still
  • 2 to 4 water dispensers (aromatic water)
  • Milk foam
  • Kettle for tea

Food & Beverage

Organic bar

  • Mint & Cucumber
  • Lemon & Ginger
  • Grapefruit & Rosemary
  • Orange & Lime
  • Ice

Food & Beverage

Table accessories

TABLE ACCESSORIES

Staff

Hostess & steward

Hostesses
All hostesses are required to:

  • Be fluent in English

  • Wear the uniforms provided by Sanlorenzo.

  • Keep their hair tied and presentable at all times, preferably opting for ponytails and buns

  • Manicured hands, with a neutral-coloured nail polish

  • Natural makeup, day makeup

  • Avoid flashy or dark eye shadows

  • Avoid excessive and very showy jewels

  • Always smile and behave politely

  • Limit the use of mobiles and electronic devices

  • Make sure to be replaced by a colleague during breaks

  • Avoid grouping

  • Make sure the stand is tidy and in order at all times

  • Store their personal belongings inside the dedicated lockers

Stewards
All stewards are required to:

  • Be fluent in English

  • Limit the access to the stand to accompanied visitors only

  • Always behave politely

  • Keep their beard shaved and their hair short and presentable at all times

  • Limit the use of mobiles and electronic devices

  • Make sure to be replaced by a colleague during breaks

  • Avoid grouping

  • Store their personal belongings inside the dedicated lockers

Staff

Staff Uniforms

  • During boat shows, Brand Representatives
    should wear Sanlorenzo uniforms. Sanlorenzo’s uniform supplier is at Brand Representative’s disposal to tailor and ship uniforms, at Brand Representatives’ expense
  • Sanlorenzo crews will wear different uniforms, which should only be used for specific institutional occasions.

    Hostesses/Summer:
  • Shirt dress: worn with sleeves rolled up
    (softly) and top two buttons undone
  • Shoes: blue Espadrilles

Hostesses/Winter:

  • Shirt dress: worn with sleeves rolled up
    and top two buttons undone

  • Cardigan: worn over blouse only when needed

  • Tights: opaque 60 denier black

  • Shoes: black pumps

     

    Steward/Driver:

  • Jacket: black worn unbuttoned, relaxed
  • Trousers: black always worn with a belt
  • Shirt: worn tucked in, relaxed
  • Sneakers: white worn with invisible socks in summer, navy blue socks in winter

Receptionist:

  • Jacket: worn unbuttoned, loose-fitting

  • Trousers: always worn with a belt, trousers generously long, falling to cover shoe tops

  • T-Shirt: striped, worn tucked in or hanging out

  • Belt: Braided blue belt

  • Trainers: white, worn with invisible socks in summer, plain blue socks in winter.

Staff

Team Uniforms

Men:

  • Jacket: should be worn unbuttoned, relaxed

  • Trousers: should always be worn with a belt,
    the width is generous, the length is intended
    to be generous, resting on the shoes

  • Shirt: should be worn inside the trousers, relaxed

  • T-shirt: can be worn both inside and outside the trousers

  • Belt: Braided blue rope belt

  • Trainers: should be worn with invisible socks
    in summer, and white, navy blue socks in winter

Women:

  • Jacket: should be worn unbuttoned, relaxed

  • Trousers: should always be worn with a belt,
    the length is intended to be generous, resting on the shoes

  • Shirt: worn inside the trousers with the first
    buttons undone, relaxed

  • T-shirt: may be worn both inside and outside
    the trousers

  • Belt: Braided blue rope belt

  • Trainers: white, to be worn with invisible socks
    in summer, and in winter with plain blue socks
    in winter

Boat Decor & Setup

Outdoor areas

  • Sofa: decorative cushions
  • Tables: pitcher and glass set with magazine

Boat Decor & Setup

Main Salon

  • Bar cabinet: set of crystal bottles and glasses

  • Dining table: decorative vases with white
    flowers or leaves

  • Coffee table: decorative vases or sculptures
    in neutral colours and photo books on art
    and design

Boat Decor & Setup

Cabin

  • Wardrobe: essential clothes
    in neutral colours

  • Sofa: decorative cushions

  • Night stands and bathroom:
    small decorative vases with white flowers