LIT UP: Chloé Parfums and its licensing partner Coty Italia are bringing the lights to Milan in collaboration with the Confcommercio Milano and the municipality. Five giant ribbons, resembling the highly recognizable Chloé fragrance, will be lit up on Thursday with 30,000 low-consumption LEDs in Via Dante and Via Mercanti, which connect the tourist attractions Sforza Castle and the cathedral.

“Thanks to Chloé Parfums, we have a nice business card, that enhances this commercial route and the whole city, and promotes the offer of shops at a decisive time for activity, the Christmas period,” said Giuseppe Gissi, vice president of Epam, the association of public exercises of the Confcommercio Milano.

In addition to the five ribbons, there will also be a large golden carousel positioned in Via Dante, which will play music.

“We are very pleased with this initiative to help enhance Milan, which with Expo has found new vitality,” said Carlo Bianchini, chief executive officer and general manager of Coty Italia. According to Elena Colombo, Coty’s marketing director for fragrances, skin care and body care, the company has been looking for such a large-scale project for some time.

This is not the first time the Milanese Christmas lights were sponsored. In 2012, cost-cutting measures trimmed the budget of the municipality. Private entrepreneurs and Italian luxury brand Prada paid for the decorative lights in the historic shopping arcade Galleria Vittorio Emanuele II. Swarovski contributed a sparkling Christmas tree with over 10,000 crystals in 2014.

Also the annual Christmas tree in front of the Duomo is sponsored by a different company every year; previous sponsors include jeweler Tiffany & Co., global transport company DHL and Italian watchmaker Gagà Milano.

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