The event's target-audience includes the city's highest civic authorities, as well as representatives of the Florentine fashion industry. Journalists from both local and national papers, and various television stations will also be present. Renowned professionals of the fashion sector and many important civic personalities will also attend the first show which is dedicated to students, family members and Polimoda professors.


Show: "LIGHT ON.....POLIMODA"
The show will include creations by 131 young stylists, Design students in their last year from the Departments of Fashion Design, Textile Design and Footwear and Accessories Design, as well as ten students from the Fashion Institute of Technology of New York- Florence. The show includes a total of almost 180 outfits.
As usual, there will be two special moments dedicated to fashion, each presented for different target audiences. The first will be dedicated to the students, their families and friends, while the second evening show will host an institutional public, the media and representatives of the civic and professional community.


Expo Area: "POLIMODA - MARKETING EXPERIENCE", AT POLIMODA EVEN MARKETING IS CREATIVITY
On June 8th and 9th 2005, the Leopolda Station of Florence will transform itself into a creative pathway between research and imagination where fashion intertwines with trends.

This event marks the beginning of" MARKETING. EXPERIENCE 2005", POLIMODA'S year-end exposition. Completely planned and organized by its 31 graduating Marketing students (as guided by their tutor, Architect Giuseppe Di Somma), the event is intent on capturing the end of their course of study and training in a single unique concept.

Their point of departure is the link between an idea and its potential, where research and experience unfold into an innovative process, thanks to which, the location quickly changes its appearance in an evident multisensorial way.

For today's Marketing, client and consumers no longer exist, "the person" is the target...people themselves need to be surprised, and encouraged to participate, or display curiousity. Buying is an old-fashioned concept, currently we are being faced with a new way of shopping...one that's more emotional, fun, and sensual.

It's an ideal journey through one of many imaginary places, where products rigorously "by Polimoda" are presented on 40 vertical cloths, similar to leaves carried by the wind.

Fashion and ideas give life to "projections and matter,"installations and corners" which represent a metropolitan concept where applied creativity is combined with the rigor of Marketing.

An alternative type of logic is thus created, in which the object and the spectator no longer find themselves in an unidirectional conflict typical of those felt in front of any shop window. Instead, it establishes reality without guidelines, where people and experiences are free to interact within a 360° degree radius, in the reciprical revolutionary exchange of viewpoints.

The objective is not in function of the product. Rather, its aim is to reach the heart and the five senses of the consumer. A dress, a bag, shoes, however innovative, beautiful and trendy...are, in the end, "lifeless." If however, the "SHOPPING EXPERIENCE, is made unique by means of creative manipulation of space, it turns into a winning game.