A dialogue between nature, fashion, and design.

‘Blooming Stories’ is about nature, fashion, and design, a story told through a fascinating setting where furnishings and motifs dialogue with blooming peonies.

During Milan Design Week 2023, the Ethimo showroom in Corso Magenta will host “Blooming Stories” – an evocative installation, made in partnership with Mantero 1902.

Ethimo is a brand that explores the connection between design and the garden world, and Mantero 1902, a historic Como textile brand. The partnership between Mantero 1902 and Ethimo is a breath of spring air – a harmonious interaction in an exhibition space setting. An occasion to celebrate the beauty of nature and the strong bond between these companies, a union that is exalted and materialised through the furnishing elements, interpreted in an original ’dress code’, designed to create a common thread with the peonies flowering, for a perceptual continuum which provides an unforgettable sensory experience. A balance that creates a unique and fascinating atmosphere.

The installation includes some of the great Ethimo ‘classics’, such as the Elle deckchairs, Classic parasols and decorative cushions of the Allaperto lounge furniture, ‘dressed’ in floral-themed Mantero 1902 prints. These are marvellous botanical motifs from the valuable archives of the Como-based company. The poetic atmosphere will be marked by the flowers of the Moutan Botanical Centre: a spectacular and unique garden that inspired the first Ethimo collection and boasts the richest and most complete collection of Chinese shrub and herbaceous peonies.

For this event, Mantero 1902 decided to reinterpret the floral motifs taken from a 1985 archive scarf, which can be found in the spring-summer 2023 collection and used on various ready-to-wear garments. The reinterpreted scarf becomes unique and original, a connection between past and present. For this event, the design underwent a further adaptation to meet new category needs. The brand moulded an original design suitable for the fashion and furnishing sectors, proving its creativity and versatility, capable of responding to different product sectors’ needs. Reworking the past motifs in a contemporary style enhanced the company heritage, which for more than a century has made the production of fabrics and scarves an art, collecting an immense and valuable historical archive, rich in patterns and fabrics.

‘Blooming Stories’ talks about beauty through the world of flowers, fabrics, prints and colour, in a setting where Ethimo’s design coexists with and relates to all elements, recalling the special bond between the brand’s aesthetic language and nature.

BLOOMING STORIES

Milan Design Week 2023
Ethimo Flagship Store
corso Magenta angolo via Brisa Milano
17/23 April – 10 am – 8 pm