WAITING FOR MAGIC | PIAZZA DUOMO CHRISTMAS TREE
Urban Up Unipol has chosen to celebrate the Christmas season with the city of Milan, with whom it has significantly strengthened its ties in recent years.
The expectation and “magic” that permeate the entire festive period will be encapsulated by the Group’s Waiting For Magic brand, particularly in the prestigious and iconic Piazza Duomo where Unipol will present Milan with its traditional Christmas tree.
The Piazza Duomo Christmas Tree will be switched on at 6.15 p.m. on 5 December and stay on 24 hours a day until Epiphany.
The 25 metre-tall fir tree, a Norway spruce from the Val di Sole in Trentino, will be transported directly into the square. It will have blue decorations and will be lit up by around 35,000 LEDs.
A feat of engineering which for the 2018 festive period aims to make a major contribution to enhancing Milan’s standing from both a promotional and international perspective: the traditional Christmas tree, a time-honoured custom spanning different cultures, emphasises the value of life because the evergreen fir tree represents the reawakening of life, even in the winter.
The Piazza Duomo Christmas Tree joins two other important Group projects: through its Urban Up brand - synonymous with the Group’s real estate assets – Unipol will also be involved in the Christmas Calendar and Torre GalFa Christmas Tree initiatives, both part of the Waiting For Magic project.
From 1 to 24 December the Christmas Calendar project will transform the southern porticoes building in Piazza del Duomo into a huge 1200 m2 screen (60 x 20 metres high) that projects a video offering a contemporary take on the traditional advent calendar.
Thanks to the Christmas tree-shaped light installation that will be positioned on the front of the tower until Epiphany, the Torre GalFa Christmas Tree will be the tallest Christmas tree in the city.