27 March – 18 April
Rinascente creates a green oasis in the heart of the city with two signature installations that transform the flagship stores of Milan on Piazza Duomo and Rome on Via del Tritone into lush natural spaces, while the others stores of the ‘collection’ offer evocative displays on the same theme.
The need to be surrounded with greenery increases day by day, together with awareness of environmental issues. The goal of Rinascente is to contribute to make the city more beautiful and livable for all of its inhabitants, and those who pass through it every day.
As a result, a forest unexpectedly springs up in the center of Milan with the project In&Out Green City Landscape by the architect Andrea Tognon, which brings majestic trees in front of the store on Piazza Duomo and plants to every floor, placed between panes of Antelio glass to create infinite reflections.
In Rome, an open greenhouse takes form in the new flagship store, with You Are Nature by the architect Lorenzo Guzzini: an arboretum invades the exhibition area, while a garden flourishes on the terraces. There are flowers and plants at every level and in all the windows.
The windows of the two flagship stores in Milan and Rome have been entrusted to the creativity of Dolce&Gabbana to generate a striking floral setting.
The windows in Padua, Turin, Florence, Rome Piazza Fiume, Palermo, Catania and Cagliari also go green with large images of uncontaminated nature.
The partner for this event is Vannucci Piante, which sees cultivation as a true mission to improve the environment.
Rinascente involves the public in a series of educational talks and through the sale of flowers and plants.
At the same time, the fashion, beauty and design brands of all the stores will present their products in line with the green philosophy.