La Scala in Milan

Luxottica Group has inked an agreement to help promote Milan’s prestigious Teatro alla Scala as a private ordinary founder.

“We can only be happy when an Italian excellency such as Luxottica decides to collaborate to bring our country’s culture in the world,” said Milan’s mayor Giuseppe Sala. “The fact that it is Milan that conveys this important message of union and strength makes us even prouder. This is the path we must proceed on to create increasingly more synergies that can attract visitors and grow our city.”

La Scala’s superintendent Alexander Pereira emphasized Luxottica’s standing in the industry and presence around the world “thanks to the quality of its products’ design and their excellence.” He observed that these are the same values that make the La Scala productions “equally appreciated” globally.

“The Teatro alla Scala is the ultimate example of that cultural wealth, Italian sensitivity and passion for beauty that we have been trying to translate in our creations for more than 50 years,” said Leonardo Del Vecchio, executive chairman of Luxottica. The company “pays homage” to Italy and its history by supporting La Scala, and the agreement also strengthens Luxottica’s ties with the city of Milan and “its artistic vitality,” which, said Del Vecchio, is “fundamental to continue to map out our future with style and pragmatism.” Financial details were not revealed.

The publicly listed Luxottica produces and distributes eyewear collections for brands ranging from Giorgio Armani and Burberry to Prada and Versace, and owns labels including Ray-Ban and Oakley.

Two other fashion groups have also been supporting La Scala. In 2011, Tod’s SpA became a member of the Teatro alla Scala Foundation and it is listed as as permanent founder on the theater’s web site. At the time, the Italian luxury firm said it was donating 5.2 million euros, or $5.6 million at current exchange, to La Scala, to be paid over a maximum of four years. A few months earlier, Tod’s chairman and chief executive officer Diego Della Valle agreed to contribute to support La Scala’s productions for a year and help promote its values globally, also linking the Tod’s brand with the theater through the production of a short film called “An Italian Dream.”

Tod’s joined groups such as insurer Assicurazioni Generali SpA, Italy’s multinational oil and gas company Eni SpA and Fininvest Srl, the holding controlled by former Prime Minister Silvio Berlusconi.

Dolce & Gabbana is also listed as a founder supporter of the theater, where the fashion house staged a couture show in January.