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.