From September 29th to October 2nd the Italian dolce vita will animate the Petrovsky passage in Moscow and Alta is pleased to give its contribution to the realization of the event. Towards the end of September, in fact, the Italian Design Exhibition in Moscow (IDEM), organised by WWTS (World Wide Trading Services), an agency whose aim is to spread the true values of Made in Italy around the world, will get underway in collaboration with Bosco Casa, a brand of the “Bosco dei ciliegi” company.
This company was founded in 1992 by Mikhail Kusnirovich, who began to forge partnerships with Italian and French fashion brands, facilitating their arrival in Moscow and then in other major Russian cities and creating one of the largest Russian chains of multi-brand luxury shops.

The location of the event is in the city’s commercial centre, just 150 metres from the Bolshoi Theatre and a few hundred metres from Red Square.
The Petrovsky Passage (Russian: Петровский Пассаж) is an elite department store opened on Petrovka Street in central Moscow in 1906 and, after renovations in the 1990s, has become the Russian capital’s most renowned exhibition space and the centre of one of Europe’s most exclusive shopping areas.
Designed by engineer Vladimir Shukhov, also responsible for the GUM gallery and the Shabolovka tower, it consists of a covered arcade with two large three-storey galleries enclosed by a high-slope semi-cylindrical glass vault.

The 800 square metre exhibition space dedicated to the IDEM trade fair event is located on the third floor of the gallery. On the two floors below are the fashion and luxury shops of famous international brands including: Alberta Ferretti, Ermanno Scervino, Etro, Jil Sander, La Perla, Marina Rinaldi, Max Mara, Moschino, Paul Smith, Sport-max.
During the day the entrance to “La dolce vita del design” will be free of charge, while the evenings of entertainment will be by invitation only. Visitors to Petrovsky Passage will be able to see the exhibition spaces of the fair and participate in design seminars and product demonstrations.
In addition, both Russian and Italian musical entertainment will be organised and great attention will be paid to gastronomy. All the participants of the event will be given a souvenir gadget with all the information about the partner companies.

The Italian Design Exhibition in Moscow will give visibility to numerous leading Italian companies in the design and interior design market, highlighting the different stylistic and productive aspects typical of each company and production area. A real journey through the Italy of design to experience first-hand the latest Made in Italy innovations, research, quality and, above all, 100% Italian beauty.
Russia has always been an important market for us Italians and, despite the Covid-19 crisis, in recent years high-end products have continued to find fertile ground and maintained their appeal, thanks also to the sartorial soul and design that distinguish Italian creations.
The new generation of Russian consumers has travelled and had experiences abroad, and this has allowed them to develop a more global and international point of view and a love for a more refined, minimal and essential style.