MILAN, Mar 4, 2009 / FW/ — As announced, Roberto Cavalli launched his co-branded Cavalli Card Mastercard last March 1 and it became Milan Fall 2009 party of the season with the glitterati from both sides of the Atlantic attending.
Launched in collaboration with Corpcom, ‘The Cavalli Card’ was created for those who thrive upon excellence, elegance and quality. “The Cavalli Card” promises cardholders a host of premium benefits – each specifically tailored to their needs and lifestyle.
Celebrating this historic launch, Roberto Cavalli Spa and Corpcom invited the world’s fashion elite at the Franco Parenti Theatre at 14, via Pier Lombardo in Milan. Designed by architect Michele De Lucchi along with the artistic direction of Andrée Ruth Shammah, the new location and venue welcomed the carefully selected guests and international celebrities, all witnesses of a great event that included a gala dinner for 300 people followed by a dancing party for more than 1000 people.
From 8pm, the theatre entrance hall saw a ‘parterre’ of Italian and international celebrities pass in front of the exceptional graphical images of the new and exclusive ‘Cavalli Card’. Television crews and photographers created a ‘red carpet’ atmosphere to immortalize HRH Sarah Ferguson Duchess of York, Elizabeth Hurley and Milla Jovovich, who were present in Milan exclusively for Roberto Cavalli.
At the entrance, the guests sipped on champagne in the foyer of the theatre before entering the elegant dinner room.
The voice of Imelda May, a British singer who performed exclusively for the event with her band, accompanied the guests as they enter the stalls that, for the occasion, has been completely decorated in Cavalli style.
Inside, grand chandeliers created in printed fabrics that characterize the Maison Cavalli lighted up tables decorated by a ‘mise en place’ that is both sophisticated and eccentric.
The guests tasted traditionally Tuscan dishes and sipped the excellent ‘Cavalli Tenuta Degli Dei’ red wine, while entertained by Imelda May who performed some revisited songs inspired by the atmosphere of the 1930s.
Milla Jovovich, the evening’s godmother and the face of this collaborative project between Corpcom and Roberto Cavalli, joined Roberto Cavalli on Stage to officially launch the Cavalli Card. A short movie “Everything I need”, featuring Milla and Roberto, was projected at the end of the dinner. The movie is available starting from 1st of March on www.robertocavallicard.com, and was produced in Milan during the last week of February 2009.
The ‘video artist’ Felice Limosani was the brain behind another video that explained ‘The Cavalli Card’ through the division of its layout in graphic symbolisms.
After dinner the guests followed a route inside the theatre that allowed them to watch a high impact show taking place in the historical Caimi swimming pool, next to the Franco Parenti Theatre: a wall of water projected the image of the new ‘Cavalli Card’, accompanied by light plays of multicolour lasers.
The theatre’s foyer greeted the guests for the dancing party that started at 11pm, and let the dinner guests linger a little longer for a drink of ‘Cavalli Vodka’ and admire the light show inside a tensile structure set up around the pool.
A techno, 1970s atmosphere with leather sofas and illuminated bars was inundated by music from the London dj Ben Sowton who entertained the guests, as well as by the installation video of a glowing cube onto which live images of the party guests were projected.
In a small room that is usually dedicated to exclusive theatrical representations, a ‘burlesque’-style show gave those with access to this ‘red room’ the possibility to stay and dance to the beat of French music, while four beautiful girls carried out some mini-performances.