Florence 5th ‐7th January 2012
For the 4th edition of Firenze4Ever, and the launch of the Spring/Summer 2012 collections, a PINK CARPET will welcome the most influential fashion and music bloggers from all corners of the world.
Luisa Via Roma offers the exceptional opportunity to fuse fashion and music including:
An installation in the Luisa Via Roma flagship store by Architettura Sonora to create a unique sound experience.
Luisa Via Roma presents "Pug Dogs for Happy Kids", 21 selected designers collaborate with stuffed toy brand Steiff to create exclusive, one of a kind "designer dogs". As part of this project, guests at Firenze4Ever will take part in the "Adopt a Pug Dog". project. All proceeds from the sale of the stuffed toys will be donated to Unicef.
The winner of the "A Day with… Firenze4Ever Bloggers" contest will participate in a € 30,000 shopping spree in store.
The Blogging Palace will be based in the historic Palazzo Davanzati.
Firenze4Ever guests will have unprecedented access to this recently restored palace and will be able to use it as a location during the "Style Lab".
An exclusive Pink Carpet Party party, including live performances from Joan As Police Woman and a DJ set by James Lavelle (Unkle) .
Luisa Via Roma is proud to present "PUG DOGS FOR HAPPY KIDS" an exclusive one of a kind edition of 21 pug dogs, produced by Steiff, the German leader in the production of handmade plush toys & collectables.
Each piece is customized by a selection of the most prominent international luxury fashion designers.
All proceeds generated from the sales will be donated to UNICEF to support disadvantaged children.
For the 4th Edition of Firenze4Ever Luisa Via Roma will ask each fashion blogger to "Adopt a Pug" for UNICEF.
Designers such as Balmain, Emilio Pucci, Giambattista Valli, Mary Katrantzou & many more have customized pug toys exclusively for this special cause.
During the Firenze4Ever weekend, each fashion blogger will choose their favorite for a unique photo shoot & editorial. The proceeds raised from the sales of these one of a kind pieces will be given to the charity fund UNICEF.
The toys will be on display in store throughout the following Pitti week and will subsequently be available online.