Italian-made products make their appearance in London in March

海宁眼镜

Milan was the venue for the presentation of the program for the fourth edition of La Dolce Vita, the festival entirely devoted to Italian-made products to be held in London from 13 to 16 March. The 2008 edition will have some new features, starting with the merger with Viva Italia, an event managed by the Italian Chamber of Commerce in the UK.

The event will be opened by Roberto Cavalli with a fashion show. Over the next few days, other famous names in fashion (including Max Mara) will display on the catwalk, alternating with collections created by young designers such as the ones from the Central St. Martins School. Roberto Cavalli will also receive one of the Tributes awards – an initiative that was set up this year to honour Italians who have contributed to exporting Italian culture and bringing prestige to this country. Others receiving the prize include Marcello Lippi, Oliviero Toscani, Sergio Chiamparino, Mayor of Turin, Antonio and Nadia Santini and the owners of the Dal Pescatore Restaurant, winner of several Michelin “3-star” awards.

La Dolce Vita came into being in 2005, based on an idea by Brand Events, one of the most active companies in Britain in events organisation. It is set up as an interactive-type trade fair: visitors come into contact with various aspects of Italian life and culture (fashion, lifestyle, design, tourist destinations, real estate investment opportunities and cuisine) and take part in events, performances and meetings devised along the lines of experience marketing. The success of the initiative is founded on the growing interest in Italian products among the British public. Alongside well-known brands such as Gaggia, Lagostina, Murano and Slow Food, over 150 small and medium-sized businesses will be present.

The festival takes place in the Grand Hall at Earls Court Olympia, over a surface area of 15 thousand square metres. In previous editions, there have been around 60 thousand visitors, 700 exhibitors, 600 accredited sector operators, 400 journalists and 1,000 hours of performances, information and interaction in the various theatres – and these numbers are expected to rise in 2008.