SUPER is aiming for an upgrade in the ranking of international trade shows, which means an uncompromising drive on experimental research
A new location and a new format for SUPER
In THE MALL in Porta Nuova, thanks to a collaboration agreement with the Camera Nazionale della Moda
SUPER, the Pitti Immagine fair dedicated to women’s accessories and prêt-à-porter, is celebrating its eighth edition with a series of important new features.
In fact from 24 to 26 September in Milan, SUPER will be held in a new exhibition space: The Mall in Porta Nuova Varesine (Piazza Lina Bo Bardi), in the heart of the city’s most dynamic fashion district.
“We have some great new features in store for this eighth edition of SUPER”, says Raffaello Napoleone, CEO of Pitti Immagine, “in first place there is the new location at THE MALL, thanks to a collaboration agreement with the Camera Nazionale della Moda, which places the fair between the historic center and the starchitects’ skyscrapers. This strategic collaboration between Pitti Immagine and the Camera Nazionale della Moda aims to pay greater attention to coordinating their respective efforts regarding the best experimental fashion, new designers and up-and-coming brands. Alongside SUPER, inside The Mall there will also be a common space where each will organize special projects – performances, installations, presentations – that will flow into a single calendar”.
“Our aim is a to clearly upgrade the ranking of the trade show”, adds Raffaello Napoleone, “the collections which are the result of our scouting activities will be even more experimental and select, even closer to the DNA of Pitti Immagine. Today women’s fashion fairs tend to lack this type of innovative content which is actually a decisive factor for a fair’s international reach. This is why we intend to put our all into research without compromise by creating a proposal dedicated to the most demanding international buyers.”
With a completely revamped layout, SUPER will occupy an area of around 4,200 square meters. Super modern ambients and volumes, minimalist and perfect for the new SUPER and for the furnishing project by Andrea Caputo, the architecture and design studio based in Milan that vaunts excellent partnerships all over the world.