“Twist And Shout”| Streets Metamorphosis & The Changing Face Of Shopping. MONCLER Winter Mood opening - MONCLER unveiled its new flagship at Via Montenapoleone 1. Frédéric Malle, the man behind the niche fragrance house Editions de Parfums Frédéric Malle - opened his new boutique in Milan at Via Pietro Verri 2. Nearly 20 years on, Editions de Parfums Frédéric Malle continues to work with the world’s best noses to create the world’s most diverse and delightful collection of scents. Following the first single-brand Patek Philippe boutique launched in November 2008, the Geneva-based company together with its local partner PISA Orologeria has opened in Milan the largest store of the brand in Europe. Bottega Veneta moved its store at 27, Via Montenapoleone.
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“Twist And Shout”
Streets Metamorphosis & The Changing Face Of Shopping
MONCLER unveiled its new flagship at Via Montenapoleone 1!
MONCLER Winter Mood opening. The new Moncler store, located at the heart of Milan’s shopping epicenter, is designed to be the largest single-brand boutique in the world. It is an entire building spread across four floors, covering a surface area of around 800 square meters in total, of which 550 are given over to sales alone. The flagship features clothing and accessories from the Moncler Gamme Rouge, Moncler Gamme Bleu, Moncler Grenoble collections.
Here a closer look at the snowy set up created especially for the opening ceremony.
Editions de Parfums Frédéric Malle | “Twist And Shout” Frédéric Malle
Frédéric Malle - the man behind the niche fragrance house Editions de Parfums Frédéric Malle - opened his new boutique in Milan at Via Pietro Verri 2 opposite Tom Ford’s flagship. The store mirrors the Milan’s signature inclination for subtle beauty and intimacy. The Parisian ‘parfumeur-publisher’ conceived a different, specific interior concept for the Milanese unit, one that he has been curated himself. “Sometimes I work with ‘Starchitects’ but sometimes I do things on my own like I do my own place. This one is homemade,” Mr. Malle says.
The famous French fragrance ‘publisher’ says his drive in starting his business was to “create contemporary 'classics', because to my mind they are the only way to perpetuate people's desire for perfumes - a sort of antidote to celebrity fragrances”. Frédéric Malle’s idea was to give perfumers free rein to create the fragrance of their dreams. But what was truly innovative was his decision to put their names on the bottle. Until then, most perfumers had been well-kept secrets, working behind the scenes in their labs and – except on a few occasions – remaining anonymous, while the perfume house (or the fashion designer) enjoyed all the credit. Malle, who has been hailed as the godfather of modern perfume, carries on a family legacy of perfume-making. His maternal grandfather, Serge Heftler-Louiche, a childhood friend of Christian Dior, created the French label’s first fragrance, Miss Dior, in 1947, thereby founding Parfums Christian Dior, and his mother, Marie-Christine Sayn-Wittgenstein, worked at Dior for 47 years and helped create Eau Sauvage. Frédéric Malle’s brand is based on a unique model: It functions like a publishing house, with Frédéric Malle as the editor and the perfumers the authors. “When I came up with the term “Editeur de Parfums” in 2000, at the turn of the millennium, I was determined to liberate perfumers from the kinds of restraints often imposed by marketers and focus groups,” Mr. Malle explains. “I work as an editor works with writers. I give these “fragrance authors” complete freedom to explore and express their ideas. Each perfumer is free to use the most innovative technologies and the rarest raw materials the industry offers. This freedom drives the artist to construct a scent without conventional boundaries and to refine his or her idea and formula to the most precise detail. When it is achieved, I publish it at Editions de Parfums Frédéric Malle.” The development of a signature scent is a lengthy process, generally lasting between 6 and 18 months. Each fragrance starts with an idea, an “olfactive sketch,” which can either take the form of a material base – the mix of two or three raw materials, like colors in an abstract painting – or of an initial feeling, the desire to translate or convey a specific emotion. From there, the perfumers gradually build a full-scale composition, tinkering and problem-solving until a perfect balance is achieved. The challenge is to polish and perfect without losing the impact and personality of the original idea. Frédéric Malle fragrances were made in collaboration with perfumers Jean-Claude Ellena, Dominique Ropion, Maurice Roucel, Bruno Jovanovic, Carlos Benaim, Olivia Giacobetti, Pierre Bourdon, Edmond Roudnitska, Ralf Schwieger, Edouard Flechier, Michel Roudnitska and Sophia Grojsman. Recently, Editions de Parfums Frédéric Malle has launched a new fragrance in collaboration with former Lanvin creative director Alber Elbaz. This represents Frederic Malle’s second designer collaboration, having partnered with Dries Van Noten on a scent in 2013. Nearly 20 years on, Editions de Parfums Frédéric Malle continues to work with the world’s best noses to create the world’s most diverse and delightful collection of scents. Similar to the finest literary publishing houses, the current collection is constantly expanding. Since 2000, Frédéric Malle‘s pared-down philosophy remains simple: “Eliminate all that is superfluous or merely decorative”. His request to the perfumers is that each fragrance is designed to “embrace the body of each wearer”, rather than being just a ‘pretty scent’.” The blend of Frédéric Malle’s ideals with the distinct personalities of each perfumer, and the total freedom provided by Editions de Parfums has created a brand with no definite house style. The brand’s lineup now includes 25 perfumes and 16 candle scents, hair and body products, rubber sachets, design-wise diffusers and travel cases. In addition to the Milanese boutique there are other stand-alone stores in Paris, London, New York, Los Angeles, Doha, Rome and soon in Dubai.
Phatek Philippe & Pisa Orologeria| “Twist And Shout”
Following the first single-brand Patek Philippe boutique launched in November 2008, the Geneva-based company together with its local partner PISA Orologeria has opened in Milan the largest store of the brand in Europe. Located at 9, Pietro Verri the new Patek Philippe store covers 300 square meters on two floors. “The Patek Philippe Boutique represents further proof of the perfect harmony between the Pisa Family and the Patek Philippe Brand, as well as their common determination to offer clients an environment of excellence for the Geneva timepieces,” said Chiara Pisa, CEO of Pisa Orologeria. The new boutique offers a dedicated Quick Service providing assistance in line with the standards of Patek Philippe.
Bottega Veneta has recently moved its store at 27, Via Montenapoleone. The new 183 square metres flagship was created by the creative director Tomas Maier and replaces the existing boutique at 5, Via Montenapoleone opened in 2002. The new shop joins two other stores in Milan: the first Maison of the brand, opened in 2013 within a 19th century historic building in via Sant’Andrea 15, and the boutique dedicated to the Home collection at Palazzo Gallarati Scotti on Via Borgospesso 5.