Giovanni Almirante, Special Events and Windows Manager
“Working with an external team of creatives, we update our window displays 500 times a year. We change our window displays every week in our Milan flagship store, and we have 296 different themes. Showing our luxury brands is key for us. It’s a real challenge to unite commerce with art, and the aim is to grab people’s attention. The last few years has witness a redefinition of visual merchandising. It’s not just about showcasing the brands, but the aim is to also project a certain feeling or atmosphere. We employ famous artists to dress the windows for the Christmas period and for the fashion weeks, it’s incredibly important that they’re perfect for these occasions. We have worked with artists like Philippe Starck, Matteo Thun, Ron Arad and Kengo Kuma to create a fantasy, a dream and to make sure we are as innovative as possible. For Christmas this year we have invited international stars like Anthony Ausgang, Olafur Eliasson and Richard Sweeney. The goal is to stop passers-by. They do, and sometimes they’ll take a photo.”
Mario Botta. Zaha Hadid. Snow Heat La Rinascente’s window display during the Design Week 2011. The theme: Architecture. Richard Meier.