Moschino Christmas tree
Moschino Christmas tree

NEW YORK & MOSCOW, Dec 17, 2009 / FW/ — Now on its second year, the “Christmas trees in GUM on Red Square” will once again bring a festive atmosphere at the GUM Trading House while also becoming a “Line of Life” for children suffering from debilitating diseases.

Creating a giant golden handbag where a Christmas tree grows out, thus welcoming the festive season while allowing you to carry the holiday spirit everywhere, Moschino joins recognizable fashion names – Lladro, Christian Dior, Sony, Bosco Sport, Omega Watch, Audi, Jaquet Droz, Chapurin, Longines, Ermanno Scervino, Van Cleef & Arpels, Chaumet, Rado, Lacoste, Hermes, Cartier, Glashutte, Iceberg, MaxMara, Articoli, Guess, Louis Vuitton, Valentin Yudashkin, Paul Smith, Swatch, Coach and Faconnable, among others in participating this yearly charitable event.

On display until December 23rd, the Christmas trees will be auctioned on December 24th where 100% of the proceeds will be given to “Line of Life” foundation, an organization that provides assistance to children under 15 suffering from debilitating diseases like arrhythmias, congenital vascular brain pathology, congenital heart defects, and scoliosis of III-IV degree. Last year, the auction earned over half a million rubles that helped to save the life of 10 children.

A historic shopping center in Moscow, the GUM Trading House takes up the entire east side of Red Square, appearing more like a palace than a mall.

gumBuilt at the turn of the 19th century, the complex boasts an elegantly-decorated interior, comprising of three parallel arcades, centered around a fountain and roofed by a magnificent glass ceiling.

Whole afternoons can easily be spent browsing through flagship stores of the likes of Moschino, Christian Dior, Louis Vuitton, Ermanno Scervino, Paul Smith, Etro and Articoli. And with Bosco Bar and Cafe onsite you don’t have to go far for a decent dinner and drink either.

The new evening decoration of the Gum building, finished at the end of 2005, has transformed the shopping center into a true fairy tale castle — and a must-see for all.