NEW YORK — The Pitti Box: that will be the theme of the fall 2019 edition of Pitti Uomo in Florence in January.
The box is intended to describe the series of experiences the organizers aim to curate within tin containers scattered around the trade show that will be held from Jan. 8 to 11. Those experiences will include the Inifinity Box, a video art gallery curated by Dan Mauger, founder of Visual Fodder, an online platform that will offer a high-energy experience that will include computer animation artists.
The Show Box will be the container in which men’s wear and lifestyle figures can meet to talk and get their photos taken; the Park Box, in the center of Fortezza da Bassa, will allow attendees a spot to share food, ideas and a moment to relax. The Recharge Box will be the space to recharge batteries, and the Video Box will feature a digital art project that will shine a light on contemporary men’s wear.
“The path of Pitti Uomo will be marked by many ‘boxes’ with which we want to involve our audience in a series of experiences curated by Pitti Immagine. They will be designed as a place of comfort and entertainment, but above all, an invitation to meet and share ideas and suggestions,” said Agostino Poletto, general manager of Pitti Immagine.
As reported, the 95th edition of the men’s wear show has selected Glenn Martens, creative director of Paris-based Y/Project, as its guest designer, and Italian designer Aldo Maria Camillo, who cut his teeth at Ermenegildo Zegna, Valentino and Berluti, will launch his new brand Aldomariacamillo at the fair.
Other events will include a 30-year retrospective of Slam Jam and its history of street culture, an “art-meets-fashion” project by street artist Harif Guzman, and a fashion show by Beyond Closet, a brand from South Korea.
Portugal will be the guest nation this year and there will be a Scandinavian Manifesto that will focus on experimental fashion from a collection of emerging designers from that country. Tokyo designers will also be represented with six finalists in the city’s fashion awards exhibiting at the show. And Japanese designers who specialize in crafting white leather will also make an appearance.
Pitti Uomo is expected to attract 1,230 brands, 542 of which are from outside Italy, to the show, said Raffaello Napoleone, chief executive officer of Pitti Immagine, at a luncheon in New York on Thursday. He said although there are fewer overall exhibitors this time, that is intentional.
The show had become overcrowded, he said, and so the number of brands invited to participate was capped.
Overall, the show is expected to attract 30,000 attendees, more than 25,000 of which are buyers.