Rinascente, the excellence of Sweet Easter returns

Art meets nature at Rinascente

12 . 04 . 2019 by Redazione
Rinascente, the excellence of Sweet Easter returns

A magical, unique oasis. Where lush plants and an incredible variety of flowers share their history with the exclusive space that welcomes them. Everything becomes beautiful and intimate. In a word, green. It is the spell of The Green Life, the eco-soul event that involves the Rinascente stores magically invading the shopping spaces, but not only.

In the Milanese flagship store, design and nature meet in the projects of Dutch artist Sabine Marcelis, who, with her ‘The Boulevard’ reveals the green soul of the city. Sixteen olive trees, arranged on platforms, create a ‘boulevard’, in fact, between the store and the Duomo, giving life to a place where people can walk or relax on the chairs designed by the artist. An installation that pays tribute to the lush Italian vegetation. The Boulevard guides people out of their usual paths: one can perceive the history of these centenarian olive trees, feel the roots.

Until the 15th of April, the shop windows overlooking Piazza Duomo will also display eight moving sculptures, also by Sabine Marcelis, which establish a ‘dialogue’ with The Boulevard: transparent plexiglass discs, in soft colors, rotate and float around plants and trees of different species. The juxtaposition of plexiglass elements creates a dance of colours and nature with ever-changing iridescent shades.

‘The Beauty of Plants’, two installations, one at the Design Supermarket and on the fourth floor of the store, sees art and greenery merge and nature meeting creativity.

Meanwhile, in the Roma Tritone flagship, the central hall, Exhibition Area, Palazzetto, the entrance on via dei Due Macelli and all the floors are transformed into a magical place, where a real flower market with flowers and plants of different species comes to life.

For those who want to be “green” at the table too, the Milan and Roma-Via del Tritone food halls focus on “green food” offering special limited edition menus. Don’t miss the opportunity.

Other Rinascente stores are also revisited in the name of a green life, through ad hoc projects displayed in the shop windows and nurseries that offer a huge variety of flowers and plants.  Meanwhile, design, food, fashion and beauty brands proposed by Rinascente offer exclusive installations and activities in line with the green philosophy, to give the public the opportunity to discover the world of natural and eco-friendly products, capable of making everyday life a better experience.

The store in Via Largo Mazzini, in Monza, for example, takes part in the second edition of Fuorisalone in Monza, with special projects and themed installations by Normann Copenhagen, Pols Potten, Qeeboo, Tala and Venini, while in Catania, don’t miss the photographic exhibition by Giovanni Ruggeri who reinterprets the ‘green’ theme in an original and surprising way. Special initiatives are also held in Turin: on the third floor, until April 22, you will be able to buy bouquets by Marino Fiori Garden.

Q&A with Sabine Marcelis

Where do you draw inspiration from for your art?
“Most of the beautiful things are made by nature. The effects created by sunlight in the sky, the way water flows into rivers are important sources of inspiration”.

What does The Boulevard represent for you?
“The Boulevard guides people out of their usual paths. It Is a new world that develops within the city, it asks to be discovered: the perfume and touch of nature are there to be savoured. When Rinascente decided to bring these ancient beauties to the city, I thought it would be perfect to combine their beauty with the one created by men, the Duomo just opposite”.

What kind of emotions would you like the spectator to feel with Plant Ballet and The Beauty of Plants?
“With my work, I always try to create a moment of wonder, to tickle curiosity. Plant Ballet allows the setting to change constantly, the colourful discs move into the space interacting with plants and attracting attention, becoming the main characters of the scene. Stopping to admire the evolution of the work allows people to discover its subtle charm, the juxtaposition between natural and man-made beauty”.

How does the Green Life project fit into the Milan Design Week?
“The Milan Design Week was the right time to present it. It is the time when design works are shown to the city, and it is essential to highlight the importance of nature, to celebrate the strength and beauty of it over art”.

Related Stories