Donna Moderna, the weekly magazine directed by Patrizia Avoledo and Cipriana Dall’Orto, returns to the streets with “Experience Store”: five days of casting, cat-walks, make-up, cooking and do it yourself classes, shopping and evening shows with Geronimo Stilton targeted for the young ones. This year, at the ‘”Experience Store” Pangea Onlus Foundation will be present with a recreational and creative lab where children and parents can play and support the project “Casa Pangea Piccoli Ospiti” (Pangea Home for Young Guests).

The first two towns for the ’“Experience Store” second edition are Cesenatico, from June the 20th to the 24th and Palermo, from July the 11th to the 15th. The tour, which will continue in September in four more important Italian cities, will give people the possibility of getting to know Donna Moderna from close up, its service philosophy, its vocation for social responsibility and its glamour.

The concept
This event by Donna Moderna will be a unique occasion to transform the magazine into a live appointment, each day from 4 pm to 10:30 pm, with self-esteem and fitness classes, debates, make-up, do it yourself courses and presentations, in an exclusive Academy. Inside the structure “shape” designed by Corradi, a large space will be reserved for stores in which products by famous brands will be exhibited after having been selected by the magazine and proposed with a personalized consultancy. The outside patio will host in a dedicated area the “editorial staff lounge” where Donna Moderna and Wellness magazine journalists and the Donnamoderna.com team, involving the public actively, will work “live”, showing how the magazine is created, from fashion reports to beauty related articles, from do it yourself to cooking columns. Moreover, the website will be updated in real time. Visitors will attend entertaining workshops with meetings on style, beauty, wellness and current affairs.

“Casa Pangea Piccoli Ospiti”: a social project for children
“Experience Store” is not only a territory-related project of a magazine. It promotes also an important charity project, born from the cooperation between Donna Moderna and Pangea – a no profit organization working to improve the economic and social development of women and their families – to help children and their mothers who suffered or witnessed domestic violence to regain self-esteem and trust in the future, to start living and growing again. Businesses and the public taking part in the activities organized by ’“Experience Store” will contribute through a fund, to give them concrete support.

“I have great faith in this experience in the streets a lot. It allows us a one to one meeting with our readers: first of all the possibility of listening to them, but also of offering them a chance to express themselves, to ‘play’ during our castings, to make both small and big everyday dreams come true, to receive our greetings and advice, to experiment with emotions, all the services Donna Moderna offers. We have put together thousands of activities: and I want to invite everyone to participate, to let emerge their creativity, their glamorous dream and to do some personalized shopping’. Dear readers, please take advantage of this!”, Cipriana Dall’Orto, co-director of Donna Modern sais.

“The ’Experience Store’ is a mixture of different channels: press, internet and territory”, Angelo Sajeva , President and CEO of Mondadori Pubblicità declares. “It is an innovative idea which allows our advertising clients to relate with the final consumer but also to develop activities supporting local points of sale. Companies are more responsive to this kind of initiative, having understood their potentials from the beginning”, Sajeva concludes.

Donna Moderna’s “real women” castings
After one year from the launch of Donna Moderna’s castings, more than 30.000 girls are now candidates to become the new protagonists of the magazine’s fashion and beauty reports, which are always attentive and close to women.
Again during this year’s edition of ’“Experience Store”, it will be possible to take part in Donna Moderna’s selections: every day from 4 p.m. to 7:30 p.m. in the outside lounge of the ”Experience Store” a real set will be fitted out, where a photographer will immortalize the candidates, the magazine’s potential models. A great novelty for this year: mums may be accompanied by their children, for a special defilé which will take place inside the “Experience Store”.
The editorial staff will select the ‘real women’ and the kids who will participate in the final cat walk at every stage and live the magic of fashion under the eyes of the public.

Donnamoderna.com’s ”Internet Lab”
Donna Moderna’s web site will be present at the “Experience Store” with the “Internet Lab”, an area dedicated to the online world in which the Donnamoderna.com’s team will show how to use some of the interesting tools of the site – among which the widget to try out new looks ( hair cut and make up), and the test to find out which is the ideal diet to get back into shape before summer – and where one can contribute to the making of a book with the initiative “Amica in 6 parole”, (Friend in 6 words) by writing a thought or a tweet on http://ty.donnamoderna.com/amicainseiparole.
Moreover Donnamoderna.com has organized a photographic game to let the people of the town share in even more in the places which will host the ’”Experience Store”: it is sufficient to download the Instagram application and start taking pictures of the tows, people, foreshortenings, monuments and breathtaking views. The best images will be collected in an online show and the most talented photographers will receive many surprises
For more details, please see http://ty.donnamoderna.com/experience-store.

Partners
For the Cesenatico stage many important and qualified brands have contributed to the “Experience Store”, from different merchandize categories: for consumer goods, Eridania with Truvia and PoolPharma with MG. K Vis Idrosalino Energetico; for home appliances: Franke and TVS with the wide range of cooking product; for fashion Golden Point, Original Marines and Piazza Italia; Stroili Oro for jewelry and accessories; for beauty and body care products Biotherm; car partner Skoda.
Technical sponsors of the initiative Leuci, branch of Gruppo Relco-Lighting Concept, and Hannspree, with the LED TV series SE line.