Gio­vanni Almi­rante, Spe­cial Events and Win­dows Man­ager

Plaza Magazine UK & Europe - - SPOTTED -

“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.

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