He wants to celebrate a new season in Milan, that of rebirth and sustainable urban regeneration, the first edition of the “Semina – L’Infiorata di Via della Spiga” which from today to Saturday will host 60 master flower artists from Noto who – with their vivid and precious art handed down since 1980 – they will transform over 100 meters of the street into an open-air exhibition space in 48 hours, enlivened by 13 canvases painted with the petals of 200 thousand flowers, including carnations, gerberas, roses, and countless others.
The event is promoted by Hines in collaboration with the Amici di Via della Spiga Association, and with the patronage of the Municipality of Milan and the Municipality of Noto and with the participation of Foody Mercato Agroalimentare Milano – Mercato Fiori. Via della Spiga is one of the main streets of the Milan fashion district, together with via Montenapoleone, corso Venezia and via Sant’Andrea. The famous street is closed to traffic and has high-prestige shops where you can shop for luxury among the boutiques and ateliers of Dolce & Gabbana, Prada, Roberto Cavalli, Moschino, Giorgio Armani and many other brands on the international scene.
The curators of the Infiorata quadrants, each with a thought turned to Milan, are interpreters of design, such as Piero Lissoni, Patricia Urquiola, Gilda Bojardi and Elena Salmistraro, of fashion, such as Vogue and Giuliano Calza, of catering such as Enrico Bartolini, up to to the world of culture, sport and lifestyle, including Sveva Casati Modignani, AC Milan, Toilet Paper and Plastic.
In via Spiga, Hines is also renovating Palazzo Pertusati, which in a few months will become “Spiga 26”, with an area of over 12,000 m2, of which 3,000 m2 dedicated to retail, and a 180 m2 green internal courtyard, which will connect the another entrance in via Senato 19.
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