Daema, the brand of women’s sportswear that enchants with its creativity and sustainable innovation, presents a new initiative that combines art and shopping experience in a unique sensory journey.
Reflecting the extraordinary natural beauty of fresh gardens, the Daema pop-up shop, named “Blossom Garden,” is a garden of fragrant giant flowers that transforms into a captivating traveling pop-up.
Daniela Manzoni, the founder of Daema, has conceived an immersive and engaging experience where art and fashion magically blend with nature. Manzoni entrusted Loredana Gallo, Creative Director of Florilegi, , in collaboration with Incartesimi – Paper Flowers & Art, with the design and realization of the installation that invites visitors to explore the extraordinary Daema Natural WoolFeeling line in an enchanting and evocative setting.
“Since I was a child, I have always loved the Magnolia tree in our large garden on Maresana hill. It seemed to me the most majestic plant of all, with its shiny evergreen leaves and its large white flowers,” says Manzoni.
“I fondly remember the enchantment of picnics on the grass in the shade of our Magnolia. For me and my sisters, it was always a special celebration, filled with joy and happiness. I remember the sweet and delicate scent, reminiscent of citrus, from the Magnolia flowers. Precious moments that my parents knew how to create in nature.”.
Inspired by the majestic and elegant Magnolia plant, Gallo created a captivating world of vibrant flowers: gigantic magnolia flowers set a dreamlike atmosphere, illuminated by the warm glow of small floating candles. Strolling among lush petals and brightly colored stamens, visitors will be able to explore the latest creations by Daema. The treasures of the Daema collections, crafted with masterful craftsmanship and creativity in Italy, will be showcased in the Blossom Garden. Visitors will have the opportunity to admire and purchase unique pieces that express Daema’s distinctive style and essence.
The first of a series of events will be held in collaboration with the Tennis Club Bergamo, a prestigious sports club located in the city of Bergamo.
On June 23, 2023, on the occasion of the exclusive Summer Night Pool Party event organized by the Club for its members and friends, the giant flowers of Daema’s Blossom Garden will bloom in the lush gardens that frame the Club’s beautiful pool.
Guests will be welcomed into a world of enchantment and beauty, where nature merges with fashion and art. The Daema Blossom Garden will offer a unique experience, where vibrant blooms and fragrant scents will harmoniously blend with the unique treasures of Daema’s collections, creating a suggestive and stimulating environment for the five senses.
The blue reflection of the water, mirroring the colors of the twilight sky and the green of the plants in the Club’s beautiful garden, will capture the attention of the guests, making them feel immersed in an atmosphere of relaxed friendship.
The scent of grass at dusk will fill the air, blending with the aroma of delicious dishes, passionately cooked and joyfully savored in the coolness of the approaching evening.
Musical notes will float in the air, creating an engaging atmosphere that embraces everyone present. The gentle touch on the fresh and soft fabrics of the splendid Daema creations will immediately evoke, like in a dream, the image of a thrilling challenge on the tennis court.
In honor of the occasion, Daema will offer guests the opportunity to pre-book pieces from the Daema Evergreen collection, a unique blend of style and high performance inspired by a sporty woman who takes care of her well-being and loves to live in harmony with nature.
The Daema Evergreen collection is a high-performance sportswear line that combines excellent properties of TechForming™ merino wool with a clean style, exquisitely enhanced by the use of off-white color.
The range includes the Evergreen tank top, featuring a deep American neckline and a snug fit for enhanced freedom of movement, and the Evergreen skirt made of premium stretch merino with an integrated shorts.
“We started with garments of highly refined design, exclusive in their aesthetics. The Evergreen collection, as the name suggests, caters to the classic styles and lines of tennis and is also perfect for paddle and golf. It is a timeless style that stands out thanks to the aesthetic richness of the natural merino fabric, which naturally appears full and lustrous” says Manzoni.
To stay true to the philosophy of sustainable luxury, Daema adopts a “make to order” production strategy. New items are produced in small batches upon customer request.
This approach avoids overproduction and reduces waste, contributing to environmental preservation. Each garment is crafted using premium materials and meticulously worked on to ensure the highest quality and durability over time.
The sensory experience in the Blossom Garden is an opportunity to be carried away by the beauty of flowers and immerse yourself in the creative universe of the Daema brand. The enveloping scents, vibrant colors, and luxurious textures create a unique atmosphere that will enchant visitors and take them on a journey of discovery and inspiration.
Daema invites you not to miss the opportunity to experience this extraordinary journey in the Blossom Garden.
Let yourself be enveloped by the scents, and surrender to the enchantment of a world that combines nature, art, and fashion. Whether you are a fashion enthusiast or an art lover, this initiative will give you an unforgettable experience. Come and discover the Daema Blossom Garden and immerse yourself in our universe of enchantment and beauty. We look forward to sharing this extraordinary experience with you.
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