This evening at 8 pm, at the suggestive location of Palazzo Corsini in Florence, “Next Dimension – Fashion 3District”, the opening event of the 79th edition of Pitti Uomo, organised by Mondadori in collaboration with Pitti Immagine.

On the eve of the men’s fashion fair, the 16th century palace at Lungarno Corsini 10 will be animated by a virtual catwalk video in 3D featuring some of the most important Italian and international brands.

“Next Dimension – Fashion 3District” will be introduced by Angelo Sajeva, chairman and chief executive of Mondadori Pubblicità. Also taking part at the event will be Maurizio Costa, deputy chairman and chief executive of the Mondadori Group, the chairman of Pitti Immagine, Gaetano Marzotto, together with the chief executive Raffaello Napoleone, and the management of the Florence-based organisation.

Also present will be Stefano De Alessandri, general manager of Magazines Italy, of the Mondadori Group, and the editors of some of Mondadori’s leading titles Vera Montanari (Grazia Uomo, Grazia and Flair), Giorgio Mulè (Panorama and Panorama Economy), Emanuele Farneti (First) and Luigi Grella (Men’s Health).

The event will feature some 23 leading companies from the world of men’s fashion, with clothes and accessories from the autumn/winter 2011/2012 collections, selected to represent the future of style and elegance.

Showing on the “Next Dimension – Fashion 3District” virtual catwalk will be: Aquarama, Bagutta, B.D. Baggies, Boglioli, Bramante, Brooksfield, Brosway, Burlington, Carrel, Corneliani, Chronotech, Fred Mello, Ghepard, Giorgio Fedon, H.DUE.O, Herno, Jaggy, Kangra, Keepwild, Lacoste, Mabrun, Myths and Yes-Zee.

The sponsors of the event include Skoda Italia that has renewed its involvement also this year, as well as the new partners, the Presidency of the Campania Region and Cantieri di Baia, in a combination of innovation and style.

“Next Dimension – Fashion 3District”, coordinated by the agency La Buccia and with sets created by Sergio Colantuoni, will continue in all the other rooms of Palazzo Corsini in a suggestive sequence of exhibition spaces – like an authentic city of fashion, the theme of this year’s Pitti Uomo – accompanied by a multi-sensorial walk through ideas and flavours, thanks to the refined banqueting by Visconti.

Following the outstanding success of previous editions of the event at Pitti Uomo and on the back of other special events held in Milan during the “Fashion & Design 2.0” week from 23 to 26 September 2010 and the “Milano Design Weekend” from 14 to 17 October, this is another big Mondadori event, which, thanks to unique scenic effects, depth of field and the greater spatial scale of the 3D images, will ensure that “Next Dimension – Fashion 3Distric” will be one of the stand out appointments of the 79th edition of the Florentine fair. The event also marks the 5th edition of the collaboration between Mondadori and Pitti Immagine.

The evening will also be the occasion for the presentation to the President of the Italian Chamber of Fashion Buyers, Beppe Angiolini, of the “Ten Years Award” marking the tenth anniversary of the association’s activities in the fashion system.

From 11 to 14 January Mondadori will also be present inside the exhibition area of Pitti Uomo No. 79 with its Appointment space, this year with a completely new layout and in a new position for the first time in the centre of the Fortezza da Basso, in Piazzale delle Ghiaie.

Mondadori Appointment is a meeting point, a place for dialogue and exchange between the interests of the fashion world and the innovative proposals of the Mondadori Group, with meetings and appointments with the editors of the magazines and the protagonists of men’s fashion in Italy.