Condé Nast Italia announces with IGPDecaux the opening of the Experience Store Frame in the milanese headquarters in Piazzale Cadorna.
Original and innovative, but also inspired by the tradition in its iconic shape is the fabulous Christmas Tree which illuminates the Milanese Christmas this year, giving all the citizens and tourists a new spectacular experience. IGPDecaux managed the technical realization of the tree located in the well-known Piazza Duomo: a steel structure 37 meters high illuminated by 80,000 LEDs programmed to offer every day various combinations of lights and colors. IGPDecaux gave its Operational support to Esselunga, the brand linked to Milan since 1957, when its first Italian supermarket was opened.
The lighting effects and reflections gives dynamism to the Milanese Square which is not only the frame of a magnificent decorative Christmas tree, but also a space set up to offer everyone a unique and exciting atmosphere. Piazza Duomo becomes therefore ‘the’ Christmas Square where everyone can be the protagonists and the users of an immersive experience: from the 7th to the 24th of December people will turn on the Christmas Tree by pushing a red button on a special podium. Every day, starting from 8 am to 12 pm, the tree – with its 14 meters diameter - can be visited inside to experience firsthand the emotion given by its lights, along with the different sounds and the animated graphics.
A led screen with contents and music is set up at the base of the tree while, around its structure have been planted 22 fir trees of different sizes and types, which invite all the visitors to discover the installation. The project, coordinated by the IGPDecaux Live Unit, communicates a new concept of Christmas which primarily means openness and involvement, both well represented by the inclusive installation.
The sustainability is another key word of this project: at the end of the initiative the fir trees will be donated to the city for being replanted, while the elements of the tree will be reused and its materials components recycled. Thanks to this project Milan will be the Capital of Christmas, taking part of the Milano Super Christmas palimpsest with a symobolic event.
"Projects like this responds to the current indispensable need of the brands to communicate with the territory in an increasingly integrated way, expressing themselves with creativity and originality" - as stated by Giovanni Uboldi – IGPDecaux Commercial and Marketing Director.