Originality of the MANGO ARTTITUDE project

24 Apr '10

3 min read

On 22 April, Milan experienced a memorable evening in the company of MANGO at the grand opening of its new flagship store on Corso Vittorio Emanuele II 24-28.

The special guest was Simona Ventura, whose presence livened up a party full of music and surprises. Alongside her were many new and famous faces from the world of fashion, sport and entertainment, from the top model Miguel Iglesias to the footballer Alberto Zapater, the only Spanish footballer in the Calcio, currently playing for Genova FC. The event was also attended by Anna De Pahlen, the actor and model Beppe Convertini, the footballer Bobo Vieri, the Italian Big Brother contestant Laura Drzewicka, the model Natalie Kriz, the TV presenters Susanna Petrone, Raffaella Zardo and Emanuela Talenti, the showgirls Alessia Fabiani and Nena Ristic, and the showgirl and TV presenter Ainette Stevens.

The grand party hosted by MANGO started at 19.00 and brought together numerous guests thanks to a packed programme that included a performance by DJ Luca Dondoni, video art and original flash mobs, which gave the evening special appeal. An artistic statement which truly reflected the contemporary spirit of the famous Spanish brand, which is always willing to capture the latest trends and the new languages of style, society and communication.

On the morning of the event, MANGO gave a press conference to launch the innovative MANGO ARTTITUDE project, which accompanied the opening of the flagship store with a series of fashion, art and design initiatives. The press conference was attended by expert guests: Maurizio Bortolotti, gallery owner and art critic, Mariuccia Casadio, fashion journalist, writer and student of contemporary art and style, Denis Curti, journalist, gallery owner and photography critic, and Giorgio Tartaro, journalist, TV writer and expert in design communication projects. Also present was Daniel López, MANGO's Property Management Director, and managing partner of the company.

The event demonstrated the originality of the MANGO ARTTITUDE project, which involved several artists, animating the city with a series of cultural initiatives, such as Occhio!, a travelling exhibition by the artist Alex Zaro, performed during MiArt, which also characterised scenes from the opening event of the flagship store.

To coincide with Milan design week, in the window displays of the new MANGO store on Corso Vittorio Emanuele II it has been possible to view the work Scamnum Pacis, a huge wooden throne-sculpture created exclusively for the Spanish brand by the artist, designer and architect Duilio Forte.

This latest opening reflects MANGO's commitment towards the Italian market, a priority for the brand, given its major importance within the fashion sector. Between 2008 and 2009, the chain increased its turnover in the Italian market by 23%, while opening 6 new stores during the same period. With this new opening, MANGO now has 34 stores in the following cities: Agrigento, Alguero, Aosta, Bergamo, Bologna, Bolzano, Brescia, Cagliari, Caserta, Catania, Florence, Genoa, Lecco, Mestre, Milan, Naples, Padua, Palermo, Parma, Pavia, Pisa, Quartu, Rome, San Remo, Treviso, Turin, Udine, Varese and Venice.

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