The Green Life. Rinascente turns green

27 . 03 . 2018 by Redazione

Oxygen for the lungs and mind. From today (March 27) until April 18, some Italian cities will turn green: the Rinascente flagship stores in piazza Duomo, Milan and via del Tritone, Rome, become lush natural spaces, while others store will offer themed installations. It’s time for The Green Life, the event created to fill the need for ‘green living’ of the citizens, nowadays increasingly sensitive to environmental issues.

The Green Life starts with two open-to-the-public events today (March 27) in the flagship store in Milan and on March 29 in Rome. From 4.00 pm to 9.00 pm, there will be DJ sets, performers and themed animations, to kick off a unique experience. There will also be cooking shows, tastings and special green initiatives.

Thanks to the creativity of architect Andrea Tognon, who designed the project In & Out Green City Landscape, the center of Milan features majestic trees extending under the portico of the store in piazza Duomo. Every floor is animated by plants enclosed in Antelio glass panels: their image is thus reflected endlessly. Another amazing installation has been set up in the new flagship store in Rome by architect Lorenzo Guzzini, which with You are Nature gave life to an ‘outdoor greenhouse’: in the exhibition area, there is an arboretum, while terraces feature flower gardens. Plants and flowers also adorn every floor and window. 

The shop windows of the two flagship stores in Milan and Rome were curated by Dolce & Gabbana, who created majestic display on a floral wallpaper using thousands of artificial flowers made with refined materials, so precious as to seem real.

Other stores in Turin, Monza, Padua, Florence, Cagliari, Rome piazza Fiume, Palermo and Catania, will also be ‘green’ and offer untouched nature set-ups and imposing installations.

Among the partners Vannucci plants. For this special occasion, Vannucci created themed installations on all floors of the flagship Store in Milan and Rome and made its experts available to involve the audience with their educational talks. Follow Rinascente on Facebook, Twitter and Instagram to get live updates on all the initiatives planned in stores. 

To support The Green Life, there is a high-impact advertising campaign, conceived by the international agency j. Walter Thomson and characterized by the illustrations of Paola Arena, graphic designer, social media manager and fashion stylist, who interpreted the green concept creating a parallel with the Exploration Is an Art campaign.

The visual display of the event has been entrusted to Paola Arena, who, with photographer Stella Asia Consonni’s images, created a new and personal aesthetic vision. The visual display of the event has been curated by Federico Epis.

The black and white photographs interpret the urban space in a green key: flowers and plants envelop the surrounding environment creating new scenarios in which nature takes over.

If you love greenery, don’t miss this exclusive event. Share your moments at  ‘The Green life’ with your friends with hashtags #SuccedeinRinascente and #TheGreenLife.

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