MADRID — About 150 stores will participate in Fashion’s Night Out here, which is expected to attract almost 22,000 people to the city’s three key shopping areas.
The areas taking part are Calle Ortega y Gasset, long considered Madrid’s golden retail mile; Salamanca, and the warrenlike streets skirting Calle Almirante. Stores in those areas will stay open from 8 p.m. to midnight and will offer a range of in-store musical activities, open bars, discounts on fall merchandise, celebrities and free makeovers.
This story first appeared in the September 8, 2009 issue of WWD. Subscribe Today.
With a huge outside screen to track the goings-on, Vogue’s tent on Calle Ortega y Gasset, a small strip of which will close for the night, will host model Nieves Alvarez; Spanish designers Roberto Torretta and Angel Schlesser; Pronovias’ creative director, Manuel Mota, and jeweler Rosa Tous, said Marta Corredoira, Spanish Vogue’s subdirector of communications.
Missoni’s Lagasca store will entertain Pedro Almodóvar’s “chicas” — without the renowned film director — including Bibiana Fernández, who reportedly will sell an exclusive handbag for 30 euros, or $43 at current exchange, for charity, and the store will auction a trip to Milan.
Mango’s Velasquez store will offer discounts of up to 20 percent and free MAC makeovers. Guests at Tommy Hilfiger can bop to the jazz-bolero combo Sweet Wasabi, Chanel will set up a sidewalk terraza for drinks and nibbles and Giorgio Armani’s four stores plan presentations of the fall collection.
Some stores are taking a wait-and-see approach, however. “Retailers don’t know what to expect. They’re holding back — maybe a little Champagne and French music, but in general not a lot of fanfare,” said César Glaria, a retail representative for David Delfin. Delfin’s Salamanca shop will stay open until midnight, but nothing special is planned because the Madrid-based designer is showing earlier that day at New York Fashion Week.