La Rinascente Holiday Windows

MILANLa Rinascente has teamed with the city’s prestigious Teatro alla Scala for its holiday windows.

To celebrate the opening of the theater’s season, which begins on Wednesday with “Madame Butterfly,” on Tuesday the department store unveiled eight windows featuring installations inspired by Giacomo Puccini’s opera in three acts.

The opera’s director Alvis Hermanis personally selected the set up of the windows, which play on the contrast of tradition and innovation. In particular, the mannequins are geishas dressed in their traditional costumes and featuring the iconic grooming, but at the same time sporting contemporary headphones.

“The mannequins turn their back to the people watching them not only because geisha costumes are especially beautiful on the back but also because in the Japanese culture the back of the neck is the most sensual part of the feminine body,” Hermanis said. “We can say these are sexy windows.”

 

La Rinascente Holiday Windows

La Rinascente holiday windows.  Marco Beck Peccoz

 

According to La Rinascente chief executive officer Alberto Baldan, the idea for this collaboration was born last February when, for the first time, he visited the theater’s workshops where all the sets and costumes for the performances are created.

“The skills of all the people gravitating around the Teatro alla Scala are definitely one of the excellences of the city of Milan,” Baldan said. “Our goal was to put them on show and transform something, like the opera, which is considered exclusive, into something easily approachable.”

“This collaboration is perfectly in line with my strategy aimed at bringing the Teatro alla Scala closer to the people living in Milan,” said the theater’s artistic director Alexander Pereira. “This is the first fruit of a partnership which will generate great initiatives.”

The windows will be on show until Jan. 5, which coincides with markdowns in Milan.