The story behind the eccentric Times Square yacht drop
Azimut recently manouvered a gleaming, 60 ft yacht into ‘The Crossroads of the World’ Times Square. But, as Azimut Benetti Group vice president Giovanna Vitelli explains, navigating the sea often proves easier than navigating NYC...

Azimut Yachts has always had a disruptive and innovative character, both in its products and communication. In 2018, it participated in Milan Design Week by placing one of its S7 yachts in front of Palazzo della Triennale (the museum of Italian design; a symbol of art and architecture) which sparked a broader brand initiative referred to as Azimut Staging Places, in which the Italian brand's yachts are placed in unexpected environments.
Turning heads, it recently placed a 60 ft S6 yacht onto one of Time Squares’ central-most islands. ‘Being the place New Yorkers call “The Crossroads of the World”, means being in the symbolic center of the modern world,’ explains Azimut Benetti Group vice president Giovanna Vitelli. ‘This new form of design expression is consistent with the original choices and codes which have defined Azimut’s successful journey throughout its 50-year history.’
Azimut S6 yacht installed in Times Square, June 2019
But the first time she mentioned the idea to her team, they thought she was joking. ‘With our yachts, we can reach any indoor boat show, including those in New York, but driving a truck with a special transport to Times Square is something else entirely!’
Prior to the installation, Azimut had to revise and reconsider the best way in (and out) a number of times; all defined within a very specific timeframe – overnight, by cover of darkness. Due to the sheer volume of the yacht, they even had to remove and then replace some traffic lights. At one point, they had to divide the boat in two pieces, using a crane to re-form them on-site.
Despite rough waters, it was a true spectacle. Complete with full waiter service, serving champagne, canapés and sweets around the clock, accessories provided by Maison Gerard, and a lounge area curated by longtime collaborator and furniture designer Paola Lenti, the experience can only be described as a luxury-design world eccentricity – and there wasn't a Hermès towel or Dedar textile out of place.
Bedroom aboard the Azimut S6
The deliberately and dramatically incongruous installation — a seafaring sanctuary rising abruptly out of the sidewalk – was F. Scott Fitzgerald meets Fitzcarraldo. But amidst the spectacle, there was also a deeper wave of meaning at the heart of the project. ‘Today, sustainability and blue economy are part of the program of every conscious company,' Vitelli explains. ‘For more than a decade, Azimut has been acting with an ecologic attitude, being the first to test and use hybrid propulsions and decreasing the weight of its yachts with a massive use of carbon fiber, thus reducing the fuel consumption up to 30 per cent compared to yachts of the same size belonging to the previous generation.'
The installation was also used as a platform to promote the latest iteration of its design competition, in partnership with international cultural organisation Arts Thread. Together, they are calling for highly innovative projects from transportation and interior designers, asking them to create a new day cruiser. The winner of the competition, which gives equal weight to creativity and use of sustainable materials, will receive an all-expenses paid three-month internship at Azimut headquarters in Avigliana, Italy.
INFORMATION
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Elly Parsons is the Digital Editor of Wallpaper*, where she oversees Wallpaper.com and its social platforms. She has been with the brand since 2015 in various roles, spending time as digital writer – specialising in art, technology and contemporary culture – and as deputy digital editor. She was shortlisted for a PPA Award in 2017, has written extensively for many publications, and has contributed to three books. She is a guest lecturer in digital journalism at Goldsmiths University, London, where she also holds a masters degree in creative writing. Now, her main areas of expertise include content strategy, audience engagement, and social media.
-
The return of Genghis Cohen: LA’s cult Chinese diner lives on
The 1980s Chinese-American landmark returns with red booths, neon nostalgia, and a fresh dose of Hollywood eccentricity
-
A monumental exhibition of French design revives the spirit of art deco for contemporary times
The Galerie des Gobelins hosts the inaugural Salon des Nouveaux Ensembliers, a contemporary movement inspired by art deco’s grand traditions
-
Sotheby’s is auctioning Mercedes Gleitze’s Channel-crossing Rolex
The historic Rolex that started the sport-watch synergy is going under the hammer, amidst a contemporary boom in sporty-elegant timepieces
-
In Monaco, the world’s most famous yacht show up close
The Monaco Yacht Show is one of the most famous annual celebrations of wealth and ostentation. What’s new in the world of floating ultra-luxury?
-
A new American airline hopes to bridge the worlds of private aviation and business class
Magnifica Air’s Airbuses have acres of space, private suites and white-glove treatment for your precious luggage, coming soon to a route near you
-
Salone Nautico is Genoa’s answer to Monaco, a scaled down yacht show with a local focus
Ahead of the nautical extravaganza that is the Monaco Yacht Show, a smaller, more focused event takes place in Genoa. It’s not all superyachts and conceptual experiments – we visited Salone Nautico to survey the scene
-
Outlier I concept yacht by Foster + Partners is unlike anything else at sea
Lateral Naval Architecture’s radical internal restructuring gives Foster + Partners’ concept the scale and grandeur of a gigayacht, with an interior volume like no other
-
Boatbuilding meets Savile Row in this new collaboration between Huntsman x Fitzke
Miss Moonshine is a speedboat that blends tweed, mahogany, and raw power with a heritage steeped in racing and smuggling
-
Sanlorenzo presents three unique models at the British Motor Yacht Show
The Italian builder brings its largest-ever line up to the show, including an asymmetric yacht and a sporty entry-level vessel
-
Our pick of the reveals at the 2025 New York Auto Show, from concept SUVs to new EVs
Interest in overseas brands remained strong at this year’s NY Auto Show despite the threat of tariffs designed to boost American-owned brands
-
A new show in Saint Louis promises a rare combination of art, cars and elegant fashion
‘Roaring: Art, Fashion, and the Automobile in France, 1918-1939’ celebrates a golden age of creativity, showcasing ten unique cars alongside the cream of the era’s style