MILAN — Forget traditional Christmas decorations — this city is taking the artsy and eco-friendly route for the holidays.
This story first appeared in the November 30, 2007 issue of WWD. Subscribe Today.
For the first time, the city hall has joined forces with Associazione LiveTown and Fondazione Ambiente Milano to promote a project called Christmas City Park. First and foremost, there are 101 stylized trees made of recyclable polyethylene that will light up Milan’s main streets. The second part of the initiative features 12 trees by female designers, including Anna Molinari, Gaia Trussardi, Lavinia Biagiotti and Agatha Ruiz de la Prada, that will be auctioned by Christie’s on Tuesday and then showcased at Superstudio, a sprawling rental studio space on Via Forcella, which is in a hip area also home to the Armani, Tod’s, Neil Barrett and 6267 offices.
“Creativity and art play an important role in the visual identity of Milan,” said Maurizio Cadeo, town councillor for the city’s urban decor and green areas. “The Christmas City Park exhibition wants to promote creativity and sensitize the collectivity to protect the environment.”
The funds from the auction will go to redecorate a park in Milan. The Christmas City Park initiative adheres to Plant for Planet, a United Nations Environment Programme-backed campaign that spurs communities to plant trees with the aim to add a billion new ones to the planet.