Archiproducts Milano is a hybrid space always ready for something new. On December 15, one of our Rooms became a TV studio. Not just any studio, but the set of one of the most viewed and beloved programmes: MasterChef !
The three judges – Antonino Cannavacciuolo, Bruno Barbieri and Giorgio Locatelli – answered journalists’ questions about the kick-off of the show’s highly anticipated new edition, scheduled for the following day.
The WHITE Show closes its latest edition gaining an even more international appeal, with Archiproducts Milano at its core. Among the four locations of the fashion trade show, Tortona 31 was the perfect venue to host a multisensorial path among craftsmanship and innovation.
“WHITE has completed the path in the Tortona Fashion District with the new location Tortona 31 and a trailblazing exhibiting format, capable of dialoguing with the audience and the insiders alike. Seeing the energy at work in via Tortona is an extraordinary achievement , a true fashion “Fuorisalone”. Today the Tortona area is a full-blown fashion district, in which we have always believed, and thanks to the synergy with the institutions and projects Milano XL, Milano and WHITE have become the go- to fashion events on a global scale, as is easily inferred by the increased turnout from abroad”. So Massimiliano Bizzi, founder of WHITE.
WHITE closes a successful edition, with a remarkable increase in the turnout of foreign visitors and insiders, which has grown by +13%, counting 27,000 visitors and a fitted surface of approximately 22,000 meters.
Browse the entire gallery of the event!
The Tortona Design District confirms its position as one of the most attractive areas in Milan, hosting 562 brands (out of which 375 Italian brands, 187 international brands) on show in four locations: Tortona 27 | Superstudio Più, Tortona 31 | Opificio, Tortona 35 | Hotel Nhow and Tortona 54 | Ex Ansaldo.
For the first time ever, WHITE Show sold directly to the public, choosing Archiproducts Milano as the perfect venue for the Fiorucci, A.F. Vandevorst and Modefabriek temporary shops.
The venue hosted the two brand’s temporary showrooms. A.F. Vandevorst celebrated its 20th anniversary with a special installation and a temporary shop, where to buy an exclusive capsule collection designed exclusively for WHITE Show Milano, including t-shirts, bags and womenswear. The duo provided a sensorial experience that highlighted and expanded upon the brand’s creative approach and passion for the arts.
Together with them, Archiproducts Milano hosted a special selection of Dutch designers from the trade show Modefabriek (Femmes Du Sud, Ruigrok Vd W, Maium, A.Bostroem, Daily Paper, Kings of Indigo) and the special project “The Belgian Focus”. Seven Belgian emerging creative hubs (Ophelia Lingerie, Morobé, Marylène Madou, Lies Mertens, Mooiloop, Studio Collect, Helder Antwerp) offered an insight on the next-generation Belgian creativity and craftsmanship. The result was a complete miscellaneous womenswear offer, from dresses to shoes, from leather goods to lingerie, up to jewelry.
