The installation “The time has come to turn the stars back on” is part of the initiative of the Municipality of Milan “Christmas of the Trees”
A bright sky, dotted with phrases and notes, dominates the arches of Piazza dei Mercanti in Milan, which this year is the setting for Baci Perugina’s installation “The time has come to rekindle the stars”, which brings warm wishes to the city of Milan and to those who visit it during the holidays.
The 100 square meter installation, conceived and designed by Dentsu Creative, is composed of a large central tree, over 6 meters tall, above which stands a sky studded with lights and greeting phrases taken from Baci’s Christmas cartouches.
The lighting of the tree was attended by Florence Audoyer-Missakian, Managing Director Confectionery of Nestlé, Chiara Paratico, Head of Corporate Partnership at Fondazione L’Albero della Vita Onlus, and Martina Riva, Councilor for Sport, Tourism and Youth Policies of the Municipality of Milan.
“For Baci Perugina it is a great pride and a great happiness to have created one of the 22 trees, part of the beautiful initiative of the Municipality of Milan, which this Christmas illuminate the city – stated Florence Audoyer-Missakian on the sidelines of the event – The title of The installation is not just a name, it in fact contains our sincere wishes to all Milanese and all Italians for happy holidays with Baci Perugina”.
The creative project is part of the initiative of the Municipality of Milan “Il Natale degli Alberi”, as explained by Martina Riva, councilor for Sport, Tourism and Youth Policies: “It is a project that has received great interest from companies , who this year, for the over twenty Christmas trees created and the lights, have invested more than six million euros”.
“The Baci Perugina tree is an emotional installation – continued the councilor – There are two phrases that have stuck in my mind: ‘I wish you to do what makes you happy’ and ‘I wish you to be at home even when you’re not’. These sentences represent what Milan wants to be, a city that people choose to live in or visit. The city of inclusion, where everyone can feel at home. Baci Perugina today helps us shout it to the world.”
This year, Baci Perugina wanted to support the L’Albero della Vita Foundation, which launched the fundraiser “Under a good star. Let’s light up a future of emotions”, to combat the educational poverty of children in conditions of hardship and difficulty and who need a “lucky star” to guide them.
Thanks to this fundraising, in fact, the Foundation will be able to ensure educational courses of educational enhancement, digital literacy, STEM education and language courses for all children in conditions of absolute poverty in Italy, giving them access to learning opportunities from which are usually excluded.
“We want to give a message of hope and commitment for a special Christmas, especially for children, who are the beating heart of our future – declared Florence Audoyer-Missakian, Managing Director Confectionery of Nestlé – In this magical time of the year, Baci Perugina has decided to go beyond the simple exchange of greetings and gifts and create a significant impact in the lives of the little ones, offering the best for their future path.”
“It is very important for us to be here this evening with Baci Perugina – said Chiara Paratico, Head of Corporate Partnership of Fondazione L’Albero della Vita, on the sidelines of the lighting of the installation – Under such a beautiful tree, which brings light, it is equally It is important to shine a spotlight on the difficulties that some families experience in our city and in many other cities in Italy. All children must have the opportunity to have meaningful educational opportunities. With the campaign “Under a good star. Let’s light up a future of emotions” we ask everyone not to forget to give a future, dreams and possibilities to children and families who don’t have them”.