Rendering by Patricia Urquiola
11 Nov. 2009
URQUIOLA REDESIGNS PITTI UOMOThe next edition of Pitti Uomo to be held in Florence, Jan. 12-15, 2010, will offer previews for the FW 10-11 season and several significant developments.
Beginning with this edition the trade show’s central pavilion will be redesigned by Patricia Urquiola, one of the most respected personalities in contemporary architecture and design.
The second phase of her work will continue with a redesign of the entire show interior for June 2010. In addition to redesigned booths and relaxation areas in the central pavilion, the new show layout will host special pop-up stores selling a unique selection of accessories, jewels, pocket technology products and cosmetics chosen by Pitti Uomo’s talent scouts. Also new will be the Taste Lounge, a special restaurant inside the Fortezza offering Made in Italy delicacies also participating in Pitti’s yearly event, Taste.
Special events will include, as previously announced, fashion shows by Corneliani, special guest of this Pitti Uomo edition, and British designer Giles Deacon, special guest of Pitti W_Woman.
Notify, another special guest at Pitti Uomo, will present a special project by Ron Arad. The event will celebrate the launch of its new tailor-made jeans project to be launched in Milan and Rome in 2010. “Notify, The Modern Vision of Sartorial Spirit” is Ron Arad’s interpretation of the brand’s new initiative seen from the double perspective of craftmanship and the contemporary spirit.
As part of “The New Performers” initiative organized by Pitti Immagine Discovery, two upcoming designers will showcase their collections: Umit Benan, winner of the first edition of Pitti’s yearly contest “Who’s on Next? Uomo,” and Max Kibardin, selected for his “jewel-like,” elaborate footwear collection.
Other events will be hosted by Everlast, which is celebrating its 100th anniversary. Dutch denim brand Denham will participate in the show, as will Fornarina with its Fornarina Sport Glam brand, and Barbour which is launching its worldwide collection.
—Maria Cristina Pavarini
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