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The Green Life | II° Edition
events

The Green Life | II° Edition Nature comes to Rinascente, dive into a world of green

Following the success of the last edition, The Green Life is back – the event that transforms Rinascente stores into verdant oases with single-designer installations and an incredible variety of flowers and plants that take over the shopping spaces. The initiative aims to help make the city more beautiful and liveable for all its residents and daily visitors.

In the Piazza Duomo flagship store, the event is sponsored by the Municipality of Milan, and this year it partly coincides with Design Week (9-14 April), the international event that brings thousands of visitors to the city. Design and plants go hand-in-hand here in the project by Dutch artist Sabine Marcelis, who is creating a boulevard with 16 huge century-old olive trees in the outside area between the store and the Duomo, eight sculptures for the windows displays facing the square, and two in-store installations, one in the Design Supermarket and one on the fourth floor. Meanwhile, the other floors feature green spaces designed by the very best Italian nurseries, with plants that can be admired and purchased.

In the Rome Tritone flagship store, the central court, the Exhibition Area, the Palazzetto, the entrance on Via dei Due Macelli, and all the floors are transformed into magical places where a natural setting flourishes, as well as a real flower market complete with all kinds of flowers and plants.

The other stores in the Rinascente Collection are also taken over by greenery, with specially designed projects in the window displays and nurseries that offer a huge variety of flowers and plants.

Meanwhile, the design, food, fashion, and beauty brands found in Rinascente are showcasing their most green products, with special displays and themed activities to allow the public to discover all the natural and eco-friendly products available which can make everyday life better.

   

        

THE BOULEVARD: PLANTS, ART AND RELAXATION

THE BOULEVARD: PLANTS, ART AND RELAXATION

FROM 5 TO 22 APRIL

Sixteen huge century-old olive trees are placed in the street area between the store and the Duomo to create a true Boulevard. Set on platforms, they allow for people to easily between the store and the square, creating a perfect place to enjoy a peaceful moment of relaxation on some of the seats designed by Sabine Marcelis.
The installation pays homage to the incredible Italian vegetation and provides an oasis of greenery in the heart of Milan.

THE PLANT BALLET: ART, TOO, HAS A GREEN SOUL

THE PLANT BALLET: ART, TOO, HAS A GREEN SOUL

IN THE STORE WINDOWS FROM 5 TO 15 APRIL

In perfect harmony with The Boulevard, Sabine Marcelis has created eight sculptures moving across the window displays that face Piazza Duomo. Palecoloured, transparent disks of plexiglass twist and float around the many kinds of plants and trees. The different colours of the plexiglass plates both reveal and conceal the statuesque nature of the plants, with their overlapping contributing to a constant changing and alternating of colours. As a result, a dance is created where colour and nature take the lead. These dazzling effects, that are continually changing, catch the eye of passers-by, inviting them to stop and see how the scene plays out and to admire all the other window displays.

THE BEAUTY OF PLANTS

THE BEAUTY OF PLANTS

Once again it is plants that shape the creative imagination of Sabine Marcelis, who has designed two installations for the store – one in the Design Supermarket and the other on the fourth floor – where art and greenery merge to form an enchanting and evocative space. Here, nature meets art and tells a tale where beauty is the true protagonist.

THE NURSERIES PRESENT THEIR CREATIONS

THE NURSERIES PRESENT THEIR CREATIONS

Plants for inside and outside, succulents, and tropical, aromatic and rare species. And also miniature trees, limited editions created exclusively for Rinascente, and amazing floral arrangements. There is a countess variety of plants and flowers making its way to Rinascente for The Green Life.

The event partners are Fratelli Ingegnoli in the Milan Piazza Duomo flagship store, and Serra Gizzi in the Rome Via del Tritone flagship store.

These are joined by AG Sanremo, Aquaphyte, Au Nom de la Rose, Crespi Bonsai, Green Factory, Ilex Studio, Tillandsia and Vigo Gerolamo, who all offer wonderful greenery along with gardening equipment and accessories.

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DISPLAYS, PROJECTS, MENUS AND OTHER ECO-STORIES

DISPLAYS, PROJECTS, MENUS AND OTHER ECO-STORIES

Fashion, beauty and design brands all dress up in green with eye-catching displays, waiting to be discovered.

SALVATORE FERRAGAMO | Paper flowers for allù

CLAUDIE PIERLOT | Nature in a T-Shirt

DIOR | Enter the world of Miss Dior

GIVENCHY | Flowers à porter

MARNI MARKET | Pop Up Store

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GREEN FOOD

GREEN FOOD

Throughout The Green Life event, the Milan and Rome food halls offer special limited-edition menus.

 

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GREEN SETTINGS

GREEN SETTINGS

Fashion, beauty and design brands all dress up in green with eye-catching displays, waiting to be discovered. 

Agent Provocateur, Armani, Atelier Zeitgeist, Balenciaga, Bulgari, Chanel, Chloé, Claudie Pierlot, Creed, Dior, Dodo, Dolce&Gabbana, Etro, Fay, Fendi, Frette, Giacomo Alessi, Giuseppe Zanotti, Gucci, Hogan, Il Gufo, Kiehl’s, La Perla, Longines, Lovable, Maje, Mercury Group, Michael Kors, Montblanc, Moreschi, Officina delle Essenze, Salvatore Ferragamo, Santoni, Sergio Rossi, Tod’s, Unieuro, Wewood, Zegna e molti altri.

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WHEN DESIGN MEETS THE GREEN LIFE

WHEN DESIGN MEETS THE GREEN LIFE

Product launches, previews, exclusive and limited-editions items, and lots of special displays.

Top brands showcase their latest products, many of which follow the green theme and push the boundaries of design.

As with every year, the Rinascente Design Week is packed with talks and events to reveal new perspectives on a topic that interests an increasingly larger section of the public. As Design Week coincides with The Green Life, many brands have worked to offer projects or products with a “green” theme, where functionality and sustainability are the cornerstones that creativity revolves around.

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MONZA AND THE FUORISALONE

MONZA AND THE FUORISALONE

The Rinascente store is also taking part in the second edition of the Fuorisalone programme of events in Monza, with special projects and themed displays by Normann Copenhagen, Pols Potten, Qeeboo, Tala and Venini.

CHECK OUT THE EVENTS >

Event days
Exposed plants
Brand involved
Tons of earth used