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1 June
The anniversary exhibition Etro 50 is open until 15th of June
Exhibition Etro 50 dedicated to the half-century anniversary of the fashion house runs in Petrovsky Passage until 15th of June. 

The joint project of Etro and Bosco di Ciliegi developed especially for Petrovsky Passage opens the series of anniversary exhibitions Etro 50. It was revived due to the immersive play - the most off-beat vernal event held within the Open Arts Festival Chereshnevy Les on May 17th.

On May 17th, the guests of the event were greeted by white Pegasus - the symbol of the Etro brand. Only on the opening day, the thematic pavilions of the exhibition - Nature, Art, Color, Play, Travel – were revived within the immersive performance directed by Zivile Montvilaite, known for the staging of the Midsummer Night Dream. 68 actors wearing Etro clothing used installations as a stage for mini-performance, involving the spectators. They were replaced by dummies the next day, but every visitor of Petrovsky Passage can become the guest of Etro world until the end of May. The exhibition runs at the 3rd level of the trading center.

There is a living room lushly decorated with natural flowers and fruits. A set table with candles in the center is reminiscent of the tea party fr om "Alice in Wonderland". People with animal heads around the table remind us of one of the most striking ad campaigns of the brand. Perhaps, this is a family dinner, wh ere the latest news is discussed or poems are read. Sit down at the free place & listen. The family tree of the Etro house & floral patterns on fabrics are intertwined.

A stand with plywood walls, reminiscent of the scenery of the film or the artist's workshop is in front of you. The walls, made of boxes for paintings’ and sculptures’ transportation, are painted with calligraphic patterns. Plywood packaging hides the inspiring Etro accessories. Every stroke of the artist's brush fill them with new meanings. The Italian artist Alana painted the scenery of the stand and the model within the immersive opening of the set-out. This is the way how man & art are united to become a single art object.

This pavilion could be called "colors and fabrics" as it was fabrics’ production that marked the start of the Etro fashion house. Settle in cozy armchairs behind flowing velvet curtains and listen to the stories of the main shades of Etro fabrics. A real audio performance with monologues and dialogues of the main shades, intertwined into half a century of the brand's timeline, can be heard in the headphones. Take a closer look, touch, take the headphones and listen to the stories about colors and patterns.

Etro always is in touch with childhood. The favorite Disney characters - Betty Boop, Goofy & Mickey Mouse, are at the stand. And not only they! One of Etro iconic collections was dedicated to circus, which comes to our life in childhood and remains a vivid memory. Dancers dressed in bright, almost carnival Etro outfits, presented a stylized circus parade ale at the stand on the opening day, inviting the viewers to join the incendiary disco party. It's never too late or too early to play, because it is the game and child's faith in the miracle that form the basis of creativity.

Etro designers have always been inspired by trips - from Europe to America, from the Middle East to Asia. Signature paisley patterns and other ornaments of Etro fabrics were created thanks to the trips and impressions. This has been the case since the first years of the work of Girolamo Etro, who plunged into the study of Indian culture. The stand is a fantastic station that allows to travel to any part of the world. It reminds of the railway station forecourt, featuring the representatives of cultures to which the designers addressed: Colombians, Africans, mysterious samurais and Mexican artist Frida Kahlo seem to be frozen in anticipation of the train. 

A beautiful yellow cube, reminiscent of popular in the 80's Rubik's cube, decorated with Etro logos and a colorful emblem of the brand with an optimistic motto - ETRO 50. FAITHFUL TO LOVE AND BEAUTY, is created for shots and selfies.

The concept of the exhibition was developed in the headquarters of Etro in Milan. This is the key event of the brand of the anniversary 2018. The Etro 50 exhibition will be opened at the MUDEC Museum in Milan in the autumn. The exhibition ETRO 50 at the 1rd level of Petrovsky Passage runs until15th of June. The admission is free.

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