WTI Magazine #3    2013 Nov, 1

Author : Francesca Favotto      Translation by:

A new all-Italian project starts in Milan ... to conquer the world: to export the italian excellence, including food and wine, art, design and fashion.

"Larte", written just like that, without apostrophes, all attached, as if to embrace in one word everything that in it can be contained. This is the name of the new concept, born in the heart of Milan, in the central Via Manzoni - where years ago used to live the poet and writer Carlo Emilio Gadda – that wants to be the new center of excellence in terms of Italian lifestyle: a space where fashion, food and wine, arts and design can live and complete each other.

An ambitious project, inspired by Altagamma Foundation, which aims to revive and promote worldwide the experience of Contemporary Italian Lifestyle, bringing together members of some of the most important Made in Italy brands: Alessi, Artemide, Baratti & Milano, Bellavista, Ca' Del Bosco, Caffarel, Cantine Ferrari, Capri Palace Hotel, Illy, MK Consulting, Federico Regalia, Sanpellegrino and Santo Versace. Not only a starred restaurant, then, but also a meeting place for a coffee or a hot chocolate and a gallery for art exhibitions and an exceptional store for luxury shopping.

"We want to create an attractive environment in which everything that is presented and purchased becomes the work of art to watch, live, share and remember - says David Rampello, President and Creative Director of the Milan hub - from coffee to chocolate, from the picture to the meal of the chef, from the bottles to shoes and furniture".

In addition to Rampello, the management team counts also on Roberto Morelli, Executive Vice President, former Director of Business Strategies of Illy and Ermanno Zanini, formerly General Manager of the Capri Palace, in the role of Director.

To give a glamor and artistic touch, however, there are exhibitions of some of the works of the most important Italian designers such as Fortunato Depero, Arnaldo Pomodoro and Emilio Vedova, to name just a few.

A model of all Italian cooperation, ready to be exported in the world, to be the spokesperson of the best Italian lifestyle.