Benvenuto! Midtown Manhattan is temporarily home to rolling green hills, wineries, reliefs and sculptures, ancient architecture and colosseums, luxury leather and fashion manufacturers, crystal clear waters, sports cars and classical art pieces. If this sounds like Italy came to New York City, you’re right.
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PANORAMA “An immersion into Italian Beauty” creator Davide Rampello partnered with Andrea Illy, president of Altagamma, chairman and CEO of illycaffè; Ivan Scalfarotto, vice minister of economic development; and Roberto Snaidero, chairman of Federlegno Arredo, Salone del Mobile and Design Fair, to bring the Italian lifestyle, culture, craftsmanship and landscape to America without having to buy a plane ticket and fly across the Atlantic.
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- Italian architecture is shown throughout the panoramic video to lure in viewers. image: casey kelbaugh
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- Various fashion shows featuring luxury Italian fashion designers are in the installation to show their prestigious stance in the luxury garment industry. image: casey kelbaugh
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- Aerial views of ancient ruins add to the mystery, allure and desire to travel to Italy. image: casey kelbaugh
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- PANORAMA’s creator pulled footage from all of Italy’s landscapes, from snowcapped mountains to rolling green hills. image: casey kelbaugh
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- Famous paintings by Italian artists show just how diverse the country is and all they have to offer culturally. image: casey kelbaugh
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- Statues and reliefs show the broad scope of Italian art. image: casey kelbaugh
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- Well-known for their wine, PANORAMA showed viewers scenes of wine cellars and vineyards. image: casey kelbaugh
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- PANORAMA had scenes for the the vino-crazed. Images of fresh grapes scanned the screens. image: casey kelbaugh
Launched last year at the Milan Expo 2015 with more than 21 million visitors, it seemed only natural to bring it to the United States this summer.
“The US is by far the largest luxury market in the world. The American consumer is the most sophisticated lover of this Italian beauty,” said Illy.
And consumers are in for a treat.
“This installation, through the beauty of nature, the beauty of color and the beauty of our manufacturer, is one of the best representations of Italy,” said Illy.
Set up through the entryway of Vanderbilt Hall East at Grand Central Terminal, the installation is a panoramic display of swooshing images, video footage and aerial shots of all things Italy accompanied by Italian music–subliminally creating travel envy and craze for viewers. Browse photos for a first look at the exhibit, then start checking those LIRR schedules.
The PANORAMA installation is on view everyday, 9am-6pm through Wednesday, July 20.