Made in Italy takes centre stage in Moscow for four months in an exhibition at Moscow’s former chocolate factory and urban icon ”Krasni Oktiabr”, whose façade will be permanently lit with a 3-colour rendition of the Italian flag.
The Patriarshi most, the footbridge across the Moskova opposite the factory, will be transformed from 12 September to 28 October into an open-air “grand tour of Italy”, with ten transparent cases displaying Italian-made icons, which will include dresses by Valentino, Salvatore Ferragamo and Ermenegildo Zegna, a Ferrari, a Vespa, an Aprilia and two giant Arcimboldo sculptures in celebration of pasta and wine.
The initiative is entitled ”Exhibitaly – Italian excellence today” and was presented in Moscow (and simultaneously at Palazzo Chigi in Rome) at the Headquarters of the Itar-Tass agency by Italian Ambassador Antonio Zanardi Landi. “We intend by this event to further enhance our image”, he explained, citing a rise of 33% in Italian exports to Russia 2011 (according to the more realistic Russian statistics that keep track of the origin of imports), along with increased Russian tourism in Italy (visas issued are up 40%).
The Government has earmarked €4.5 million for the promotion of Made in Italy in Russia – “an important sign at a moment when we are seeking to unite rigor with growth”, the ambassador commented in the margins of the event. The opening is planned for 12 September, with “The energy show”, two exhibitions curated by ENEL, to be followed by home design (11-28 October), fashion design (7-27 November) and innovation (5 December ’12 – 6 January ’13). A broad series of side events are also planned involving the works of famous Italian Renaissance and major contemporary artists.