For the upcoming Expo Milan 2015, the La Tenda Fashion Group chose its boutique on Via Solferino, in the heart of one of the most beautiful and most attractive Milan districts, as the location for La Tenda Experience Fashion and Art – a series of events, running from May 5th to Oct 31st
During the Salone 2015, La Tenda presented a preview of their Expo 2015 dedicated project: La Tenda Fashion and Art Experience and for this special occasion, a beautiful showcase by Paola Lenti was created
Paola Lenti set up an outdoor entertaining area in front of La Tenda’s via Solferino boutique as well as a beautiful window display environment – which ran for the duration of the Salone and beyond
Paola Lenti Streetscape
The showcase, saw the designs applied to the window backdrops of the store and the creation of creation of an exclusive rug for the charity auction of the Dynamo Camp to be held at the end of the 6 month Art Program.
La Tenda Experience – Event Launch
“I am proud of the support that each brand and artist has shown by agreeing to this important project” – says Vittorio Longoni – ” The events that we are organizing will allow us to convey our passion for the know-how and the constant quest for quality, through fashion and art.”
The La Tenda Art Experience Program ( May 4th to Oct 31st )
La Tenda Experience will be 13 x fortnightly showcase capsule collections designed by 13 different fashion brands who have been paired up with 13 artists – to interpret and evoke the main themes of the Expo 2015.
Each brand and artist was chosen to tell the story of ” Made in Italy ” style through its collection
Each of the 13 x fortnight;y events will have small opening event parties, with the participation of the corresponding fashion designer and artist – to discuss their collections and works.
A tastings of 13 prestigious wines by Balbiano Winery on 13 soundtracks composed by soundtrack designer Alex Peroni.
For the occasion Culti will create 13 different fragrances, inspired by the collections and the work of the artists involved with the project.
About La Tenda Boutique
La Tenda was founded in Milan in 1965 with the opening of its first boutique in Via Plinio 13.
Its journey in the prêt-à-porter fashion industry continued over the years with the opening of two more stores in via Mario Pagano and Via Solferino.
Three boutiques in three iconic districts of Milan and a family that has succeeded to hand down its passion for the art of tailoring over to the their sons Vittorio and Stefano, which are the ingredients that, together with research, quality and style, have made La Tenda into one of Milan’s most exclusive brand names in the field of fashion.