Donna Moderna, the women’s weekly edited by Patrizia Avoledo and Cipriana Dall’Orto, is taking its “Experience Store”, a new and exciting initiative dedicated to its readers to three Italian cities: a space created as meeting place and a shopping location to buy leading branded products especially selected by Donna Moderna, but also to follow courses, to relax, exchange ideas and share emotions.

The tour
“Experience Store” will begin 30 September, from Catania, where it will remain until 9 October at the Villa Bellini, before moving on to Salerno (from 21 to 30 October) and ending in Genoa (from 11 to 20 November): ten days per stage to give both readers and non readers a chance to become better acquainted with Donna Moderna, its service philosophy, its social vocation and its glamorous side, thanks also to live casting open to all real women who would like to become protagonists of the magazine.

Il concept
Thanks to the cooperation of numerous companies, this new initiative by Donna Moderna will be a unique opportunity to discover stores in your home town with products of all kinds; from cosmetics to services, and from fashion to technology, offered alongside personalised advice and an exclusive Academy, an area dedicated to debates, workshops, and lessons in make-up and cooking. If you want to book a place to take part, please go to http://ty.donnamoderna.com/experience-store.
Inside the “Experience store” it will be possible to meet the journalists of the magazine who will demonstrate how ideas, fashion and beauty services, practical and cookery columns are created and developed. Visitors will also be involved in authentic, useful and amusing workshops.

A social project in favour of children
“Experience Store” is also an important social project, fruit of the cooperation between Donna Moderna and Mediafriends, in support of the Caf Onlus and Focolare Maria Regina Onlus charities. The companies and visitors taking part will also be making a concrete contribution to helping children who have been mistreated or abused.

“What we’re really doing is bringing the magazine to life,” declared Cipriana Dall’Orto, co-editor of Donna Moderna. “It’s as if each section “emerged” from the page and takes shape, transforming itself, as the case may be, into a debate, a lesson, or a service offered live. We like the idea of creating a real relationship with our readers who can drop by even for just a moment of relaxation.”

“For our advertising clients, ‘Experience store’ is a new way of addressing communication, thanks to the integration of different channels – print, digital and territorial,” claims Angelo Sajeva, chairman and chief executive of Mondadori Pubblicità.
“In fact, this initiative by Donna Moderna is a unique opportunity for companies to meet their targets, while also enabling them to establish a direct relationship with the end user, to interact with them and get to know them personally,” Sajeva added. “Once again our clients, who are always interested in innovative and original proposals, have showed great enthusiasm and immediately appreciated the potential,” concluded Sajeva.

Partners
Leading, qualified brands, from different categories, have become involved in the “Experience Store”, including: L’Oréal Paris for make-up; Vodafone for telecoms; Triumph, Met, Swissies for fashion; Roberto Giannotti for jewellery; Sweet Years for watches; I Coloniali and Staminaline for cosmetics; MSC Crociere for tourism; Banca Intesa for financial services; Whirlpool for household appliances; and Coca Cola. In addition, some of Sicily’s leading companies, including Arance Rosaria, Caffè Monti, Tomarchio and Agromonte, will offer visitors tastings and sample of their products.

Live casting for Donna Moderna
At the “Experience Store” it will also be possible to take part in live casting for Donna Moderna. The weekly is looking for new protagonists for its fashion and beauty coverage: “real women”, attractive, of all ages, origins and sizes, students, mothers, career women who would like to realise their dream of wearing a beautiful dress or posing for an exclusive service about the latest trends in beauty.
To take part in the casting and for information about all of the stages, you need to make a booking on www.casting.donnamoderna.com. The ‘real women selected at the Catania will take part in a catwalk show to be held at the Villa Bellini, on Sunday 9 October.

“Experience Store” will also be an online special on the magazine’s web site www.donnamoderna.com and a tabloid, on newsstands with Donna Moderna, with all the necessary information about shopping and taking part in the activities organised in the Academy area.
The Donna Moderna web site has also organised a game for photography and fans who live in Catania: all you have to do is to download the Instagram application, currently the most popular photographic social network and start taking pictures of the city, of people, views, monuments and breath-taking panoramas. The best photographs will be collected and included in an online exhibition, with prizes and surprises for the most talented photographers. For more information, please go to http://ty.donnamoderna.com/experience-store or come to the ‘Experience Store’ in Catania on 9 October.