MAGAZINE December 14th, 2021

WHITE comes back in February with an even bigger edition full of newness

WHITE | Sign Of The Times comes back in February with a vision even more structured, inside the traditional locations: Superstudio Più and Ex Ansaldo, plus two brand new destinations in the Tortona Fashion District.
An area of 18000 square meters, for a total of 400 exhibitors, divided into four locations for an immersive experience where White offers attractive contents, niche brands, "community driven" trends, design settings made to emphasize the different product categories in a coherent and innovative aesthetic dimension.

The iconic location of Superstudio Più, in via Tortona 27, where visitors are involved in a Circle Room: an immersive experience, through a circular path, both physical and cognitive, and in the WHITE Cube, a space with a strong design trait dedicated to footwear and to new-generation brands, interpreters of an independent creative philosophy. 
The Ex Ansaldo, in via Tortona 54, changes its look. Light and mirror effects, a black and white atmosphere contrasting the warm and welcoming atmosphere of a scenographic set reproducing a typical Middle Eastern SuK to present small niche companies in fashion but also in accessories, lifestyle and beauty. Fort the first time, the Visconti Pavilion becomes part of the White format, welcoming in its multifunctional space of 1200 square meters, in via Tortona 58, WSM - White Sustainable Milano, the project of sustainability and technological innovation as an integral part of the event and turns into the first event focused at 360 degrees on the creative and productive chain of fashion, protagonist of a concrete ecological and digital transition. 
The exhibiting space at MUDEC, (Museum of Cultures) in via Tortona 56, is the second major novelty of WHITE and will host inside the Auditorium and the Innovation Center, a selection of latest-generation, community-driven international brands with strong creative depth, capable of intercepting new trends.

A highly impactful campaign entitled Upside Down that captures the spirit of WHITE's mission to overturn rules, focusing on the values of research, change and sustainability, always part of its world. Upside Down focuses on the point of view of new generations, their courage in overturning the style codes that are no longer in line with the new needs, changing the balance and building a different, fairer and more sustainable world. Campaign's testimonials are three young representatives of free thinking and culture: Laura Marzadori, Principal Violin of Milan's La Scala Theatre, Letizia Masini, a young talent from the ballet company of La Scala Theatre in Milan, and Gala Martinucci, a new and fascinating face of Italian cinema and fashion.  

 

 

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