Uomo

PITTI UOMO LAUNCHES ITS OWN SUSTAINABLE REVOLUTION
WITH A NEW LAYOUT BY PATRICIA URQUIOLA
FOR A TRULY INNOVATIVE TRADE FAIR EXPERIENCE

In January Pitti Uomo will unveil a new layout that symbolizes the changes taking place in the world of fashion. The Main Pavilion, the historic heart of the event that showcases the big names in classic-contemporary looks, will be totally revolutionized by Patricia Urquiola, the Spanish designer who recently completed some of the most successful set designs in the world.

“We asked Patricia Urquiola to come up with a project that radically changes the standard ‘all booths’ fair structure”, says Agostino Poletto, deputy general manager of Pitti Immagine, “and that is coherent with the most advanced systems of fashion distribution and sales. For this edition she began with the Lower Level of the Main Pavilion.. She has focused on spaces open to the latest combinations of clothing, accessories, lifestyles, culture and entertainment. It’s a project that will definitely open new vistas for the community that congregates at Pitti Uomo”.

The outcome is a sort of urban fashion district that creates an open dialogue between the collections and an “itinerary” of warmer, more natural sensations with new lounge areas to stimulate meetings and exchanges. The 9,000 sq. meters of the Pavilion will now feature an itinerary based on across-the-board styling rather than strict merchandise categories. It will be brimming with stimuli, a place where you see the collections and listen to music; there will be lounges where you can relax a bit and discover new ideas and things related to the contemporary man’s lifestyle. The innovations include the new Taste Lounge @ Pitti Uomo where you can sample Made in Italy excellence in foods: the restaurant will prepare foods with the products from some of the best exhibitors at Taste, the Pitti Immagine event dedicated to diversities in taste that is held at the Stazione Leopolda in March of each year.

THE POP UP STORES and THAT’S ME IN PILLS
NEW LIFESTYLE AREAS AND MULTI-SENSORY EXPERIENCES
An important part of the new layout will be the POP UP STORES – three areas on the Lower Level dedicated to a selection of lifestyle accessories: from bags to jewels, from eyewear to watches, from cosmetics to books to pocket technologies. It was created to give voice to the new complementarity between clothing and objects in keeping with a fuller, across-the-board concept of fashion. The Pop Up Stores are the answer to a need: increasingly sophisticated buyers are constantly on the lookout for new and personal product-style combinations. 19 Andrea's 47, A B A brand apart, Amaort, Amazonlife, Bruno Bordese Uomo, Dugway, Ecojewel, Extrahenrytimi, Faliero Sarti per l'O, Gentlemen's Tonic, H'katsukawa from Tokyo, Instant, Knize, Le Yucca's, Louis Quatorze, Orlebar Brown, P.D.O. Gold, Piet Breinholm - The Last Bag, PLM, Ralph Vaessen, Red Wing, Sal Cantini, Sony Ericsson, Timex 80, Toshiba Leading Innovation and Zumreed will be the featured brands at this edition.

“THAT'S ME IN PILLS”: FOR THE PITTI UOMO PUBLIC,
BOOKS, MUSIC, TRAVELING, BOBBIES AND SEDUCTION
Within the new layout there will be That’s me in Pills, 5 areas each focusing on a theme related to “culture consumption” and pleasure. For each theme there will be a display of a series of reference pieces selected by a group of curators – journalists who write for Italian periodicals whom Pitti Immagine asked to select their ten favorite items.

This edition’s “That’s me in Pills” - presented in original and interactive settings - will offer Pitti Uomo visitors:
_ travel books chosen by Alberto Coretti of Urban Magazine
_ music CDs chosen by Carlo Antonelli of Rolling Stone
_ fitness-related items chosen by Francesca Taroni of Case da Abitare
_ hobby items chosen by Michele Lupi of GQ
_ objects for seduction chosen by Michela Gattermayer of Velvet

AND…A SOUNDTRACK BY ROLLING STONE
Rolling Stone Italia, with the support of the 13 other international editions of the magazine, will provide the sounds for the new layout of the Main Pavilion with two new music programs: "Best Records of the Decade" will feature a selection of international pop-rock hits from 2000 to the present and “Today's Coolest Tracks" will be dedicated to the music that is on the air now developments in contemporary sound style to match today’s fashion trends.

The names of the companies that have cooperated for  the Taste Lounge @ Pitti Uomo:
ACETAIA LA BONISSIMA, ANTONIO MATTEI – DESEO, AZ. AGR. AGRIRAPE, AZ. AGR. BELFIORE MASSIMO, AZ. AGR. DEI MARCHESI DI SAN GIULIANO, AZ. AGR. IL FRANTOIO DI VICOPISANO, BIRRIFICIO BALADIN, BONFANTE E ORTALDA SNC, DA RE SPA - I BIBANESI, FRANTOIO PRUNETI, GANDINI FOODWEAR, GHEZZI – SANGIOLARO, GIORDANO 1938, GIRAUDI CIOCCOLATO ARTIGIANALE, GRUPPO MONTRESOR SPA WINE LUXURY, MACELLERIA FRACASSI DAL 1927, MONGETTO SOCIETA' COOPERATIVA, PETRERO, PROSCIUTTIFICIO DOK DALL'AVA, RIVABIANCA COOP., RONDOLINO SOC. COOP. AGR., SAVINI TARTUFI, TORTAPISTOCCHI ®.