Blue Lounge a Dynamic Success

28 September 2018

The elegant and interactive BLUE Lounge presented a plethora of beach, swim and resortwear options, bringing together the interests of high-level swimwear and ready-to-wear professionals during Milan Fashion Week.

A NEW ON- AND OFFLINE PLATFORM DURING MILAN FASHION WEEK
From September 21-24, BLUE Lounge presented a robust collection of beach, swim and resortwear in a bright, open-air venue where swimwear and ready-to-wear alike came together on the occasion of Milan Fashion Week.

Sponsored by the Italian Fashion Federation (Federazione Moda Italia) - Confcommercio, the event included 33 brands across three showrooms in Tortona 14 and Tortona 16 with a display offering product range, positioning and segmentation appealing to even the most demanding buyers.

Almost 2,000 visitors over the course of four days
Foot traffic was made up of press and industry professionals, including many of the top Italian retail specialists, such as Le Perle, Gilda, Saint Tropez, La Bottega di Alice, Linea Intima, Gaya Boutique, Segreti Concept, Gimò, Intimamente, Ripani, Anelise, GioyDea, Abbiati, La Foglia, Intimo di Gnisci, Di Bernardo, Oissala, Brancacci Store, Montalto, Top Moda, Nereide, to name just a few.

COORDINATED EVENTS & COMMUNICATIONS
In addition to the Via Tortona Showroom, Blue Lounge provided full-circle communications on all swim, beachwear and resortwear brands in the city through its user-friendly website that indicated the presence and location of the brands, thus facilitating the work of buyers and attendees.

On Saturday evening BLUE Lounge, in collaboration with Intima Media Group and Officina14, hosted its Swim & Beachwear Cocktail for a select list of 500 guests, ranging from buyers and brands to industry professionals and VIPs. The showroom remained open for perusal during the event while guests enjoyed live music and drinks in the courtyard.

SUSTAINABILITY AS A KEY THEME
The topic of sustainability continues to play an important role for consumption, as it is increasingly a part of consumers' purchasing decisions. BLUE Lounge provided two avenues for this conversation: a dedicated Workshop and active participation in selecting furnishings consistent with sustainable values.

The Workshop

On the morning of Sunday, September 3, BLUE Lounge, in collaboration with Linea Intima and C.L.A.S.S., offered a comprehensive picture of the values inherent to sustainability within the fashion and textile-clothing sectors.

The workshop's keynote speaker was Giusy Bettoni, CEO and founder of C.L.A.S.S., a global resource for smart materials innovation, education, marketing and communications.

The Parasacchi Home collection
The furniture line featured prominently at BLUE Lounge, bringing a fresh, modern and smart aesthetic to the space. Born from a meeting between Luisa Parasacchi and award-winning designer Giorgio Caporaso, Parasacchi Home reinterpreted reels according to the latest generation materials and techniques, such as eco-sustainable materials for development and production methods. These include 100% post-consumer recycled plastic furniture and also special compound reels where plastic is replaced up to 50% with industrial waste from wood processing. The BLUE Lounge furnishings brought a mix of "comfortable and sustainable" pieces for all guests to enjoy.

From among our technical sponsors, we would like to thank:
Caffè Ottolina for providing excellent coffee breaks
Del Monte for refreshing our guests with new juice flavors

The 33 Brands in the BLUE Lounge Showroom
2bekini, 2beman, 7 Notti, Calarena, CC Island, Como un pez en el agua, District Margherita Mazzei, DnuD, Ella by Fiorella, Elomi, Fantasie, Flora Lastraioli, Freya, Gas, Giò D’Amare, Impronte, Maison Lejaby, La costa del algodon, Linda Raff, Miss Bikini Luxe, Monica Lendinez, Obidi, Off Limits, Parah, Repainted Italian Beachwear, Rita Merlini Bags, Sabbia, Salsedine, Siyu, Sita Murt, TCN, Verdissima, Wacoal.
Learn more at www.blue-lounge.it