Here Andrea, before continuing, it is appropriate to note that the preservation of these sites on behalf of these brands is the best publicity you can ever get, it is a behavior worth copying in the rest of the world in my opinion, don’t you think?
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I wholeheartedly agree with you, this publicity is much more productive than investing millions on publishing houses and commercials. Going back to the restored monuments, let’s talk about how TOD’S have given 25 million euros for the restoration of the Roman Coliseum, world’s biggest amphitheater and ancient Rome’s most magnificent monument. Its real name is Flavian Amphitheater, since it was built in the Flavian era in 72 AD by the emperor Flavius and opened by his son Tito in the year 80 AD. This magnificent building was used for gladiator shows and other public events such as hunting shows, famous battles recreations, and theater plays based on classic mythology. The Coliseum was inserted into the World Heritage list in 1980, along with the historic district of Rome and in 2007 New Open World Corporation included it among the New7Wonders of the World, being the only European building in this category. The first restoration phase was finished and opened on last July, presenting a clean northern and southern faces of about 13.300 square meters, but the action plan doesn’t end here, it will continue with the restoration of the subterranean floors of the Coliseum and the construction of a service center that will be used to take the support activities and visits that are inside the building to the outer part of it.
HISTORY
From Fashion to the World
The retribution from big luxury brands to all humankind
What if we start in chronological order and you tell me what was the first monument to be opened in and by which brand?
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I have to begin by saying that FENDI gave life to the “FENDI for Fountains” project, destining 2,2 million euros to the restoration of the Fontana de Trevi and the Quattro Fontane fountains, respectively re-opened on November 2015 and on May that same year. Both fountains are works of extraordinary beauty, but the Trevi fountain is the biggest and most popular in Rome, this masterpiece was started in 1732 and finished in 1762 by Nicolas Salvi and has the sea as its main theme, even though it was built in the 700’s, it still possesses all the theatricality and spectacular nature from the late baroque, as you can see in the imposing statue of the god Ocean standing on a shell-shaped cart pulled by two mermen riding on winged horses.
Andrea, I have known that around these days the famous staircase at Spanish Square has been restored by a famous brand, a deed that is apparently becoming a habit among these fashion houses, I want you to tell us about this wonderful phenomenon.
That’s right my dear friend, throughout the last two years three luxury brands in Rome have restored three symbols of the city and Italy, and the reason why these iconic brands have decided to restore these world heritage monuments is because they owe a significant part of their style and prestige to the historic, artistic, and cultural Italian legacy.
These are examples of how fashion industry has materialized projects in these particular cases for history to remain alive and for it to be a legacy worth of the forthcoming generations.
I’m really impressed by these kind of projects where private capital has been invested with public interest purposes and of course, cultural. Finally, let’s talk about the last restored piece Andrea…
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Last, we will talk about the restoration of the Trinità dei Monti steps in the famous Spanish Square. For the renovation of these well-known stairs, BULGARI, that has its historical shop on Via dei Condotti, very few steps from the stairs, in celebration of 130 years of activity decided to donate 1,5 million euros.
The impressive stairs, designed by Francesco de Sanctis to connect Spanish Square with the Trinita dei Monti Church, was inaugurated by Pope Benedict XIII on the occassion of the 1725 Jubilee and on September 22nd of this year; a concert, and spectacular fireworks and coreographies were held at St. Cecilia Academy celebrating the restoration of this impressive piece.
