Luxury in its infinite variations (clothes, accessories, cars, hotels, and much more) is among the most worn words on the web, social networks and personal aspirations. A word so abused that encyclopedias compete to find the most fitting definition. But to understand it, luxury must be lived. And to live it you do not need to have a bank account from nabobs, just book on the site www.apritimoda.it ApritiModa, in fact, is the Florentine event that opens the most exclusive places of maison, atelier and laboratories. On March 24th and 25th the historical fashion houses, together with the most prestigious perfume ateliers and Tuscan high-end brands will open their public and private spaces, revealing often inaccessible places, in which the creative process is born and develops. The maisons involved in the project are 13 and each will organize a guided tour in respect of their style, their creativity and in their own way of telling each other. Cinzia Sasso, creator of the project, recalled how fashion is one of the cornerstones of our economy with a turnover of 87 billion euros, an export growth of 6% in the last year, a growing reputation.
«ApritiModa is the way to bring the general public closer to this heritage. Initiatives like this are an example of how it is possible and useful for everyone to create a system, that is to put together the strength of different brands, united by the common interest in defending and spreading the uniqueness and grandeur of Made in Italy».
Below is a summary of how flourishing luxury will be shown. It starts from Amedei Tuscany, the atelier where the most awarded chocolate in Europe is born, which will open the doors of the company to show the ancient cocoa processing machines, some of which date back to the late nineteenth century. Following Aquaflor, the exclusive perfume shop, will unveil at the historic Palazzo Corsini Antinori Serristori the personal collection of master perfumer Sileno Cheloni, composed of over 1500 rare and precious essences. At Palazzo Corsini, however, you can access the secrets of AQUAZZURA, the luxury footwear brand made in Florence. Emilio Pucci, will open Palazzo Pucci, residence of the Pucci family and home of the Maison until 2017 allowing visitors to discover some elements of the brand, including a pop-up Café, a book shop and a boutique. Enrico Coveri will be admired in his ancient Medici palace which also houses the tailor shop where the sequined garments are made with knitted knitwear. We will have to go just outside Florence, to Bagno a Ripoli, to see the headquarters of Ermanno Scervino and admire the painstaking work of its seamstresses and knitters. Gucci Garden, will offer a real dynamic and interactive experience with a selection of articles taken from the collections of the label that date back to its origins in 1921. The master perfumer Lorenzo Villoresi will also open to visitors the halls that will soon host the Academy, for one special meeting Journey into the world of perfume. Loretta Caponi will show the 850 sqm workshop-atelier in the heart of Florence where high fashion lingerie is born. The students of the fashion schools of Florence are the protagonists of special guided tours to the current selection of the Palazzo Pitti Fashion and Costume Museum entitled Tracce: Dialoghi ad Arte in the Museum of Fashion and Costume. And the Salvatore Ferragamo Museum could not be missing with the guided visits to the exhibition “1927 the return to Italy. Salvatore Ferragamo and the visual culture of the twentieth century “. Officina Profumo – Pharmaceutical of Santa Maria Novella will organize, instead, guided tours in which it will be possible to get lost in the ancient frescoed rooms among the balsam, elixirs, ointments and perfumes of what is the oldest historical pharmacy in Europe. Stefano Ricci, the company that created the iconic silk colored shirts for Nelson Mandela, will open the doors of his Antico Setificio Fiorentino in the heart of San Frediano, which preserves an eighteenth-century warping machine, built on the original design by Leonardo Da Vinci private collection of Windsor. What are you still doing here. Go to book your visit.