This Holiday Season, LuisaViaRoma lights up Christmas with a new aesthetic perspective that bridges art, fashion and cultural heritage. Winter Whites is the result of a collaboration with Galleria Romanelli, one of the oldest active sculpture studios in Europe, transforming the Via Roma flagship windows into an immersive experience where tradition meets contemporaneity, the physical meets the digital, and Florence meets New York.
The installation unfolds as a true artistic set piece: a refined, classic yet iconic narrative where the purity of white becomes a visual language and the symbol of an understated, elevated holiday. Mirrored podiums showcase a curated selection of plaster sculptures from the remarkable Romanelli collection, a testament to an artisanal legacy spanning six generations. Around them, a sequence of vintage-inspired transitions moves across a dedicated LED wall, alternating winter imagery of Florence and New York, creating a poetic bridge between two cities that define the world of LuisaViaRoma.
This ongoing dialogue between material and image reflects LuisaViaRoma’s own identity — a constant exploration of the intersection between the physical and the digital. Monochrome clarity, reflective textures and suspended sculptures turn the window display into a space suspended in time, where the past opens up to new modes of visual expression.
The partnership with Galleria Romanelli stems from the desire to highlight the deep, historic bond between fashion and art, two pillars of Florentine culture. Inside the Oltrarno atelier, still home to hundreds of original models and centuries-old tools, tradition evolves through a savoir-faire that continues to shape contemporary creativity. For the occasion, a selection of smaller pieces will also be displayed inside the store and available for purchase, giving visitors the opportunity to take home an authentic fragment of this heritage.
Winter Whites will be on display from December 3 to January 7 at the Via Roma flagship store. An invitation to experience the Holiday Season through beauty, craft and imagination, where every detail celebrates the spirit of Florence and the innovative vision that defines LuisaViaRoma worldwide.
