A triumph of colours at the Quadrilatero della moda: the second edition of Semina
L’Infiorata di via della Spiga returns to pay homage to Milan
From Friday 1 to Sunday 3 July, Via della Spiga will become a catwalk filled with flowers by the Master Florists of Noto – for the second edition of Semina, the Master Florists will contribute to the renewal of the city of Milan. Sixty Master Florists are arriving in Milano – they will put their art at the service of Milan’s most prestigious street, transforming it into an open-air exhibition space: 200,000 flowers, including carnations, gerberas, and roses, will bloom in artistic compositions over 100 metres long.
Twelve canvases made of petals and coloured buds will translate the visionary ideas of ten creative personalities from the world of Milanese fashion and lifestyle. Promoted by Hines, a global player in real estate, in collaboration with the Associazione Amici di Via della Spiga, with the patronage of the Municipality of Milan and the Municipality of Noto, with the participation of Foody Mercato Agroalimentare Milano – Flower Market, Pastor Flowers, and the support of the Istituto Comprensivo Milano, Semina – l’Infiorata di Via della Spiga is a testimony to the company’s commitment to the city: the floral artworks are a way to contribute to the creation of a rich and dynamic urban texture, and the proposal of the open-air works guarantees the enhancement of public spaces and the involvement of the community.
The floral images are introduced by an incipit canvas and completed by a homage to the national icon Raffaella Carrà. The remaining canvases are an ode to Milan suggested by the ten personalities of the fashion world who suggest ideas and visions for a city that looks to the future: a place of perpetual rebirth, exchange and culture. Among the fashion personalities involved are Piero Piazzi, Andrea Adamo, Giampaolo Sgura, Anna Dello Russo, accompanied by trendsetters who are protagonists of the contemporary Milanese scene: La ghey, Paolo Stella, JJ Martin, Michela Proietti. The visionary dialogue continues with the prestigious brands that will take up residence at the Spiga26 cultural hub: Moschino and Sergio Rossi, two giants of the fashion world working in synergy for the regeneration of the city.
Right in Milan’s creativity district, Spiga26 will open its doors to coincide with the blossoming of Via della Spiga. Proposing itself ten days before the conclusion of the Milano Fashion Week Uomo and coinciding with the conclusion of the redevelopment of the historic Palazzo Pertusati, curated by Scandurra Studio Architettura and SCE Project and realised by LDB as general contractor, Semina assumes an important symbolic value, underlining how choral commitment and creative contamination can give back to the community a revitalised and multiform city.
