Milan: At the new Terrazza Triennale of the Contemporary Museum in Milan, Fidenza Village unveiled the exclusive programme of events it will hold over the next six months to accompany Expo 2015. Fidenza Village, one of the Collection of Villages by Value Retail, is located just 60 minutes from both Milan and Bologna, and offers Italy’s leading luxury outlet shopping experience.
During Expo, the Village will showcase of the best of Made in Italy across art, food, fashion, design and music. The events, created especially for Fidenza Village and starting on 1 May, were presented by Desirée Bollier – Chief Executive, Value Retail Management – to ambassadors and partners.
Over the next six months, Fidenza Village will become a grand theatre for events inspired by three themes centred on the cornerstones of Italian culture: Romantic Opera, La Dolce Vita and Italian Passion.
From 1 May to 30 June Fidenza Village is celebrating Romantic Opera. With superb direction, set designs and costumes, Fidenza Village will present the quintessential style of Italian romanticism.
In July and August the focus will be on La Dolce Vita and the Italian lifestyle that is envied around the world.
Finally, the last few months will be dedicated to Italian Passion. Guests will be able to enjoy unforgettable multisensory experiences encompassing everything that is Made in Italy.
“It is an honour to present this project that Fidenza Village will feature during Expo in such a beautiful setting. The whole essence of the initiative ‘The Embassy of Made in Italy’ is to celebrate the patrimony characterizing the surrounding territory of Fidenza Village, the bedrock of the best of ‘Made in Italy’,” said Desirée Bollier, CEO of Value Retail. “Value Retail prides itself in promoting its surrounding communities, embracing the territories’ heritage and elevating it to the international consumer through creative collaborations. Expo is the perfect platform for such an opportunity.”
The ambassadors of The Embassy of Made in Italy:
The ambassador of the fashion world is Mario Boselli, the Honorary President of the Chamber of Italian Fashion, and a figurehead of the Italian fashion industry.
“I am pleased and honoured to take part in Value Retail’s great project to turn Fidenza Village into ‘The Embassy of Made in Italy’ for Expo 2015, which will host a variety of innovative events related to the different areas of Italian excellence,” said Boselli. “As for fashion, it is with great pride that I can say again that the industry is in excellent health, boasting some of the best production in the world, and it has recorded a net trade surplus of over €18 billion, with 570,000 employees in approximately 60,000 companies.”
Drawing inspiration from their own heritage, some of the most important brands in Italian fashion will be in Fidenza Village during the six months of the Expo, breathing life into the three themes of Romantic Opera, La Dolce Vita and Italian Passion.
From fashion to another pillar of Italian excellence: food. The Michelin-starred chef and Ambassador of Expo 2015, Davide Oldani, will represent the best of Italian gastronomy. During Expo, Oldani will be in the Village hosting events and presenting an entertaining show with another Michelin-starred chef, Massimo Spigaroli. Massimo represents the best of local products through his restaurant Antica Corte Pallavicina.
“The development of the region has always guided my work. This is why I’ve accepted, with great pleasure, Fidenza Village’s invitation to work together to create an original experience which is a synergy of the best local and global elements,” said Davide Oldani.
Additional partners include the Academia Barilla, which will perform cooking demonstrations spanning the three themes of Romantic Opera, La Dolce Vita and Italian Passion for both adults and children. Vinitaly, the world’s top exhibition in the wine sector, will provide tastings of carefully selected wines.
Patrick Tuttofuoco, one of the most interesting names on the Italian cultural scene has collaborated with curator Davide Quadrio to create installations for the Village, celebrating its role as The Embassy of Made in Italy and to explore the three themes. Using the medium of sculpture, his installations complement Fidenza Village to create a ‘commentary’ that amplifies the theatrical quality of the Village and symbolises the ‘sensory’ experience in which guests will be invited to participate.
“I’m very happy to be part of this project. I share all the values of Fidenza Village and its passion for the best of Made in Italy,” said the artist. “I’ve tried to translate these concepts visually into bespoke works to celebrate and interpret the idea of Italian uniqueness.”
Music is a cornerstone of Made in Italy and conveys, on an emotional level, the culture and values of its heritage. Fidenza Village is in the land of the romantic composer Verdi. The ambassador and partner, Fondazione Arena di Verona, will surprise guests at Fidenza Village with performances that will be interpreted in a contemporary style, bringing guests even closer to the opera.
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