For the Italian launch of the new HBO Max Original series A Knight of the Seven Kingdoms, we transformed Palazzo Re Enzo into a gateway to Westeros. For two unforgettable days, Bologna stepped out of time, as its ancient walls echoed with honor, intrigue and the thrill of the tourney. More than a venue transformation, it was a medieval takeover. From the moment guests crossed the gates, they weren’t just attending an event, they were stepping into the story. Knights pledged allegiance beneath the banners of noble houses, bringing the world of George R. R. Martin to life. Interactive training grounds, cinematic set recreations and live performances blurred the line between fiction and reality. Each space revealed a new layer of the Seven Kingdoms, with crafted environments and bespoke props transporting fans straight to Ashford’s legendary tourney. And the experience didn’t stop at the palace walls. For 48 hours, the city buzzed both offline and online, igniting conversations and fan communities across the country. Bologna wasn’t just hosting a launch event, it became part of the story.