Tod’s Bring An Italian Dream to the Heart of Beijing
If you remember Affi’s post regarding Tod’s collaboration with Teatro alla Scala that premiered on 23 September 2010 during Milan Fashion Week, last week on Friday 22 October 2010 at Tank 751 located in the heart of Beijing’s art district, Tod’s president Diego Della Valle hosted the Chinese Film Premiere of ‘An Italian Dream’. The venue was transformed into something that mimics Italy’s Teatro alla Scala elegant and grandeur atmosphere. The walls of Tank 751 were projected with silhouettes of ballet dancers to create a mesmerizing visual experience for the guests. The film was unveiled to the guests at a screen that was set at a semicircular stage against a theatrical backdrop of deep red velvet curtains.
Diego Della Valle commented on their venture on bringing this film to China: “With this event we are presenting ‘An Italian Dream’ to China. Tod’s and Teatro alla Scala are both passionately Italian and committed to keeping alive skills and traditions that lie at the heart of our culture, and that make the notion ‘Made in Italy’ so unique. This project illustrates how artistry, attention to detail, commitment and creativity all combine to create something very special. This premiere signifies the importance of the Chinese market for the brand and for Italian culture abroad. We also hope to bring to China, through this performance and event, a little taste of the magic of Italy.”
‘An Italian Dream’ was born after a year long partnership between Tod’s and Teatro alla Scala and directed by Matthias Zentner and choreographed by Gianluca Schiavoni. It features 13 ballet dancers from Teatro alla Scala that interpret the different steps that were involve in the process of making a Tod’s product into a beautiful dance.
The premiere started with en exclusive dinner for 200 special guests and friends that includes Hong Kong’s celebrities, renowned figures in Hong Kong society, fashion, art, music, politics, cinema and business. Also present at the premiere is the Hollywood actress and Oscar winner Marisa Tomei, Brazilian model and Singer Alice Dellal and Korean actress Yoon Eun Hye. Also present at the premiere Teatro alla Scala’s Principle Ballerina Ms. Sabrina Brazzo and Lead Ballet dancer Mr. Marco Messina where they performed a memorable pas a deux created by Gianluca Schiavoni exclusively for China.