The new salon fixes the attention on the image: name’s image, its ‘passing’ from written text to a graphic icon, a white rectangle. Image in terms of strategy, the one of a ‘different’ salon, where a limited number of brands ensure a selected and ‘research’ atmosphere. Moreover we’d like to underline that this event pay attention not only to the ‘world’ of the expositors but also to the buyers, the target is to involve always a bigger number of buyers, among the most representative. To reach this aim the structure of WHITE is completely innovative: ‘the salon inside the salon’, a kind of ‘fashion’ Matrioska.

Thanks the structural characteristic of SuperstudioPiù and our creativity which stand out for our attitude to realize un-conventional salon, we conceive our salon WHITE enriched with independent ‘appendage’, with own and ‘natural placing’:

INSIDE
A group of fashion experts select every season a limited group of new talents, which show their collection for the first time.

BASEMENT
Inside the ‘old basement’ of this ex industrial works, avangarde designers, which express the concept ‘research’ as ‘leit-motiv’ of their creations, show their collection.

ART POINT
The presumption is to be ‘the salon’ of WHITE, where very famous maison show their collection for the first time in this location.

The new concept of WHITE ‘s created by Massimilano Bizzi. WHITE wouldd like to propose a new conception and percetion of the fashion salons. To reach this objective the choice’s fallen on an graphic icon ‘filling’ it with new expositors but also with the organization of ‘parallel’ event