A pyramid of white and silver packages lit up under the glittering dome of the Galleria Vittorio Emanuele yesterday afternoon, leaving Milanese a little perplexed. The Christmas tree in the octagon of Galleria Vittorio Emanuele II was traditionally inaugurated by Mayor Beppe Sala, one of the most awaited and photographed by tourists who choose Milan as their Christmas vacation. And after years of sponsorship from Swarovski, which brought the traditional crystal-lit Christmas tree to the Milan living room, this year the installation was entrusted to Gucci, Fashion house of the French group Kering, which opted for a more contemporary installation.
(frame)
“The Gift of Love”, which is the name of the innovative tree, is an 8.52 meter long installation made up of 78 gift boxes, one on top of the other, forming a pyramid of packages with a rounded shape, also chosen by the Maison Christmas exhibitions in his businesses. A mirror box light box was positioned at the top, while the mirror and dichroic surfaces create a reflective effect and highlight the vault. The latter is illuminated by 780 white LED fairy lights, in the center of which is the coat of arms of the municipality of Milan. The lighting ceremony was also attended by actress Margherita Buy, Anna Dello Russo and Gucci President Jean Francois Palus. Those present immortalized the moment with photos and videos, but then the reactions began on social media.
Below the video posted by the City of Milan on Instagram you can read the comments of those who did not like this choice: “It looks like the luggage storage in Linate,” some say. “Congratulations, really terrible”, “In the top 3 worst versions ever seen” and again “Give us back the traditional Christmas”. To lighten the drama, someone jokes: “The Linate luggage storage right in the tunnel is nice.” The sentiment emerging from the comments under the social media posts is controversial, but there is also someone who appreciated the choice, As can be read in the comment posted on Milano Segreta’s Facebook profile: “I may be out of the mainstream, but I think the Gucci tree is fabulous. Swarovski was tired. Gucci has created a contemporary work of art that, like all contemporary works, may not be liked and will cause debate. However, the luxury brand did not limit itself to placing the tree in the gallery and decorating the vault of the octagon, it illuminated a kilometer of streets in Corvetto and took care of the decorations at the entrances of three schools in the neighborhood: IC Marcello Candia, IC Fabio Filzi and the kindergarten in Via Oglio, for a total investment of 1,085,946.40 euros.
Sign up for updates. Unsubscribe from updates