Shoes showcased alongside toys

“The values of craftsmanship, research and Italian-made goods are a part of our history which we intend to promote through these up-and-coming talents,” declared Luca Rossetti, CEO of Fratelli Rossetti, months ago, just after the project, named New Artisan, had been launched.

The idea was to showcase up-and-coming Italian crafts businesses, by devoting the windows and showcases of the flagship store at Via Montenapoleone 1 in Milan each month (apart from during the summer break) to new crafts and businessmen 2.0 and their products.

Atypical skateboards kicked off the initiative, then it was the turn of Invernomuto lamps, followed by Wood’d wooden smartphone covers, custom-made NOAHguitARS, Altalen hats, and hand-woven straw designs from Impagliando.

Now, after eight months, we can consider the bet won, and the results are exceptional, even better than expected: the shop filled up with curious passers-by, celebrities and customers at every evening presentation event (in partnership with Franciacorta).

And bringing 2016 to a close, the last brand involved fits in just perfectly with the theme of Christmas. Presenting Babau Lab, a workshop that manufactures modern toys using conventional (and recyclable) materials, like wood.

The last date in this year’s diary was also an opportunity to launch the next season of New Aristan events, when the collaboration with up-and-coming brands will expand to include all Fratelli Rossetti store windows and showcases all over the world, as is happening in this festive period with Babau Lab toys.