Dovi Frances has a habit of not doing things traditionally when it comes to yachts. As president of SG Private Wealth Advisors, Frances has overseen the thoroughly uncommon marketing of the 50m motor yacht Arianna, which included the vessel’s inclusion in a recent online music video and Fiat automobile ad. Now, as Arianna’s owner seeks an upgrade in size of yacht to 65m to accommodate a growing family, Frances is challenging any yacht builder and design team to bid for the contract.

“We’ve decided to approach this project in a completely new way,” Frances explained by phone today. “We’re opening it to the market and enable people to come to us with creative ideas. The owner and his family’s tastes are reflected on Arianna, our first boat, so people have an inspiration board to work with. Now, can they build more creative ideas around that, in a 65m package? And who knows? Maybe the perfect match will come from somewhere unexpected.”

The entire design package is up for brainstorm, including interiors, exterior styling and the implementation of new technology. Frances says that once the best ideas have emerged, the two leading candidate builders will then be invited for a weekend aboard Arianna in September for a further creative process with invited design and technology luminaries. Frances mentioned the designer Philippe Starck and technology investor Dror Berman who manages former Google CEO Eric Schmidt’s venture fund Innovation Endeavours as possibilities.

“Each builder will brainstorm with the designers and technologists and come up with crazy concepts that we can implement on Arianna II,” Frances said. “From that, we’ll show you the concept and design and hopefully, everybody will like it. But first and foremost, we like the principle of this project. We’re finding a new way to dream big. And from the owner’s perspective, we plan to spare no expense in the build of this vessel.”

Image credit:  by jurvetson (contact)

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