Etereo. Contemporary hospitality for fashion

Etereo is a pilot project regarding fashion ho- spitality, exhibition & retail. It is located in the north-west Lombardy territory, specifically in Legnano, one of the most rapidly grown and important city of the region, known for its manufacture history and for what regards the world of couture. This work came from the idea to export the world of fashion from its own capital (Milan), which is by now overcrowded and conge- sted, to the territory of the region creating a new smart fashion pole, offering unique experiences fashion-oriented for the con- temporary Millennials target, always con- nected and looking for an experiential travel. Regione Lombardia, which gave its contri- bute during the analysis part, has shown a particular interest for the challenging project, which takes place in the province and not in Milano. The tourism assessor Lara Magoni has been promoting the Lombardy’s territory and its “Hidden treasures” by several years with the “SLOW Tourism” campaign, in par- ticular with the last XI legislature, which is a program of intervention to valorize the ter- ritory through different drivers: one of them is the fashion sector, for which Lomabrdy is at the top level in Italy for regional turno- vers. The program’s supporting points are: the innovation, the stakeholders contact, the promotion of fashion as a driver of territorial marketing through events able to attract pe- ople in all the region, not just in Milano. Etereo aims to give shape to this legislative program. It is a new smart city of fashion, characterized by intelligent building techno- logy in strong relation with the customers’ contemporary needs, a business link with the companies of the northern territory; It of- fers to the target of Millenials a brand new type of experience, more social, connected, sustainable.

Etereo è un progetto pilota che riguarda l'ospitalità per il fashion, ma anche retail e exhibition. Il progetto è localizzato a Legnano, nella provincia lombarda. Il lavoro deriva dall'idea di esportare il mondo del fashion dalla sua capitale (Milano) alla periferia, con l'appoggio delle iniziative di Regione Lombardia per il slow tourism, in particolare con i punti della XI legislatura per il supporto delle attività manifatturiere.