Designed by Rem Koolhaas and OMA, the building is to be unveiled on April 20 during the city’s furniture and design trade show Salone del Mobile and with the permanent exhibition “Atlas,” curated by Miuccia Prada and Germano Celant.
The event emphasized the sustainable changes taking place in the fashion industry.
The ceo of the Italian fashion group emphasized investments in the network of stores, the efforts to boost global brand visibility and an enriched product offer, all enhanced by a fast-growing digital presence, which are already yielding results.
Patrizio Bertelli said he was “satisfied” with the progress made in 2017 and that he was expecting a return to growth in 2018.
The site, where Miuccia Prada held her fall show last week, will open on April 20 and include a restaurant and a rooftop bar on a panoramic terrace.
Looks ranged from flowing tresses to bold eye makeup.
Some recurring elements they favored were tartans and animal patterns, neon and pop colors, sportswear influences, faux fur and quilted looks.
Prada and Versace are showing at new venues and Giorgio Armani will unveil the first short movie presented by the Armani/Laboratorio workshop, among other events.
Designed by Rem Koolhaas’ OMA architectural studio, the tower will only serve as the show venue on Feb. 22, but will be officially inaugurated at a later date.
Italian brand pulls stunt to rev-up interest in its products.