RINASCENTE-Pop-up Christmas Fantasy

Incredible pop-up books will open up in shop windows to create an unmistakable atmosphere of the most important holiday of the year. Are the installations made by 6 young Italian illustrators under the guidance of Sergio Colantuoni. Each year “la Rinascente” presents to the town its Christmas shop windows, a tradition that celebrates the magic of the feast by interpreting it in artistic and contemporary key. Creative international collaborations are part of the history of the “la Rinascente” and this is still the fil rouge that inspires the design of the showcases, a true artistic project involving at each season different languages such as art, design, illustration. By taking up a visual code that is part of the identity of the la Rinascente – the illustration, expressed in magnificent signs by Marcello Dudovich, Max Huber, Lora Lamm, who signed unforgettable campaigns and advertising posters for the great magazine in the ’50’s and ’60’s -,the conception of the showcases for Christmas 2014, on the air from 4 December until the beginning of the Sales, and has been entrusted to 6 young Italian illustrators. With a sense of the game and childish wonder, have created a series of pop-up books from charm back yet very timely and magical, opting as treasures by revealing christmas fresh, seductive and lively vignette. A modern enchantment that modern pays homage to the past with a section that combines fun and poetry, delicacy and vivacity, wonder and smile. Showcases that celebrate the creativity of young and promising talents to which the Comet will bring a Christmas gift of a bright, bright future.


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