Exciting! We decided to make most of the shop space that is in development at Via Del Trebbio, in the centre of Florence, and create a temporary art installation to give our customers a taste of things to come. What better time to do this than during Pitti Uomo, the trade show that brings international crowds twice a year to our beautiful city. True to our values, we wanted to share the message of love, nature and beauty, and created a collage of some of Alex's photographs, reproducing the originals (all shot on medium format film with his 1956 Rolleiflex camera) for passers-by to take. This was also a great chance to launch our Instagram, so we printed the hashtag #extravirgo at the back of the beautiful prints, for the collectors to find us and share the love on social media. The collage unraveled quickly, with most of the prints gone by end of the first day! The exposed shop window revealed a surprise... a huge neon triangle, hanging in the empty space that is to be the Mecca of our beloved products soon! The triangle is the symbol of our company and, for us, also a spiritual sign of good luck for the store. We have collated some of the reposts here - thanks for sharing the love guys! Make sure to follow us on Instagram, while we work towards launching the online store and the flagship shop on Via del Trebbio!
Team Extra Virgo