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STREET FAIR: Milan’s MonteNapoleone Association, the association that regroups the boutiques on the tony namesake shopping street, unveiled on Thursday the MonteNapoleone Design Experience in collaboration with Maserati and Oxfam Italy, and supported by sponsors including the city of Milan, the Lombardy region and Expo 2015. Running April 8 to 13 in conjunction with the international furniture and design trade show Salone Internazionale del Mobile, the event consists of an open air exhibition of design objects reproducing the trident logo of Italy’s luxury car brand Maserati on the famed street.
Oxfam Italy is setting up a project called “Feed it! Think. Create. Change” that will collect design objects by companies such as Alessi, De Padova, Flos, Foscarini, Kartell Missoni Home, Molteni&C., among others. Oxfam Italy will organize a silent auction on Via Montenapoleone throughout the week aiming at supporting projects with a strong focus on women’s rights in the 26 countries in which the association works.
During the presentation of the event, Guglielmo Miani, president of the MonteNapoleone Association, revealed that stores in Via Montenapoleone last year totaled sales of around 3 billion euros, or more than $4 billion at current exchange, representing 12 percent of Milan’s GDP and 25 percent total sales within the Lombardy Region.
“The Municipality of Milan is proud to sponsor an event that combines technological research with design and care for the weakest in Via Montenapoleone, a place that best represents the Italian and Milanese taste recognized and appreciated worldwide,” said Cristina Tajani, councilor for employment policies, fashion and design. Tajani underscored the relevance of the street during the Salone del Mobile, which is expected to draw to Milan more than 400,000 visitors and will contribute to the Made in Italy concept.