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MILAN — La Rinascente’s crown jewel store in the piazza Duomo opposite the city’s cathedral will host an event on each of its seven floors, ranging from a food-related moment, such as a Champagne bar at the luxury accessories firm Rodo’s corner, to personalized fittings and product testing at Chantelle.
“We want our customers to be directly involved,” said Monica Ferreri, the department store’s communications director. “La Rinascente is a container of different brands, and we are working on coordinating around 20 different activities in a consistent, homogenous way.”
This story first appeared in the September 8, 2009 issue of WWD. Subscribe Today.
Among confirmed events at press time, Polish model-turned-actress Kasia Smutniak, the face of the new women’s fragrance Idole d’Armani, will make an appearance on La Rinascente’s ground floor, dedicated to beauty and cosmetics.
At the DKNY area, the brand has scheduled the Cozy Event, where stylists will show customers different ways to wear the designer’s iconic Cozy sweater. Similarly, Sonia Rykiel will introduce the designer’s scarf-by-the-meter in Italy, and Mantero, its precious silk scarves. In both cases, stylists will present several manners to wrap, fold and play with these accessories.
La Rinascente will be in charge of communicating the event, supporting it with billboards and other visuals. A limited edition bag created for the launch of the store’s new design floor earlier this summer will retail at the special price of 20 euros, or $28.60, to benefit the Adopt a Tree project.
“[Vogue’s Fashion’s Night Out] is a fantastic idea,” said Ferreri. “It’s not only a commercial event, but also a boost for Milan, being part of such an international project.”