An event inside the event. Welcome to the next generation of launches. This is the first time a shipyard unveils one of its (imponent) projects via livestream broadcast, but Feadship is not new to unconventional – less traditional – ways of communicating its brand.
77.25m superyacht Syzygy 818 (launched as Project 818 on June 21st) has just left the yard to be transported to the sea for a rigorous series of trials. While waiting for her return, we can continue to follow all Feadship’s adventures through the short-movie series “All Great Stories Start With Feadship”.
After the first episode presented in 2018 (watch here), recently Feadship has released the second episode “Perrito”. Instead of focussing on the product, and the exquisite lifestyle that comes along, Feadship communication strategy transformed the internal and external values of a Feadship owner into a branding campaign. The goal was to showcase the true meaning of owning a Feadship trough a serie of short movies. The yacht should play a key role as a portal to another world, always using water as the binding element. Stories about imagination, magical experiences and emotional encounters that leave an unforgettable memory.
Episode 2 | There are many things a parent can pass down to his child – experience, craftsmanship, words of wisdom. But it is a special parent who says, “Build a ship”. As Father’s Day approaches we’d like to acknowledge the lasting influence of parents on their children. After all, there really is no better place for reflection than on the open sea. Cheers to the memories of a guiding light that fondly called his son ‘Perrito’.
But returing to the launch of 77.25-metre Project 818, on Just 21st the yacht emerged from one of the giant construction halls at the Feadship yard on Kaag for further outfitting, placement of the mast and testing of the propulsion system.
Project 818 is custom-built for an owner with a true eye for design, and the fruits of his partnership with designer Jarkko Jämsén are already evident in the elegant and wellproportioned exterior profile.
KK Superyachts have been representing the owner from the concept development phase through to completion and yacht operations. Feadship will be sharing detailed information on this superb new member of the fleet closer to the official launch date, including an impressive interior from the boards of Sinot Exclusive Yacht Design.
The 77.25-metre superyacht will be called Syzygy 818, reflecting the divergent elements contained in a Feadship set to change many perceptions of yachtbuilding when fully revealed later this year. With the Feadship hull number 818, Syzygy 818 had an auspicious designation from the outset. In Chinese numerology, the numbers add up to mean ‘prosperous’ while visually conveying the expression ‘fortune mirrors fortune’. Better still, the birthday of Syzygy 818’s owner is on 18 August. And the word syzygy is a term used in astronomy to denote a rare event when three heavenly bodies line up perfectly, with a lunar eclipse and new moon being good examples.
The creation of a pure custom superyacht is another exceptional occurrence that requires a range of different factors to come together in complete harmony. It requires passionate owners to commission such an yacht while providing the resources required to bring her to life. The right designer has to be found who has the ability to accurately interpret the owner’s highly distinctive insights while the shipyard must be able to translate inspired visual thoughts and drawings into a masterpiece one can touch and feel.
In the case of Syzygy 818, further elements were essential before the owner would embark on building his first Feadship. Glass technology had to evolve to the degree where it could be used in the desired manner in a superstructure and provide the clear lines of vision which the client required. Computerised 3D design needed to progress to the point where an extraordinary amount of curvaceousness would be possible in both the glass as well as the overall yacht. Last but not least, electronics and engine expertise had to reach the level where a superyacht could attain a degree of fuel efficiency which met the owner’s sustainability goals.