Two weeks ago, Florence Italy based store Luisa Via Roma invited over 30 of the top style and fashion bloggers from around the world to their store for a number of events to celebrate the 10th anniversary of their web store. The main event was the “Total Look Styling Lab” where all the bloggers styled themselves as well as models using anything and everything from the A/W 2010 collections which is or will be available at both their store and online store. The first days event started early with a 10am breakfast followed by the styling labs which most bloggers participated in along with a lot of networking in between. Luisa Via Roma had on hand assistants, models and photographers for each bloggers use and if needed the stores buyers and sales team also lent a hand. I was invited along by Wendy of our sister site nitro:licious to help cover behind the scenes and additional styling photography in addition to covering for Freshness as well. While roaming around shooting, styling and networking, I had the pleasure of meeting some very cool style bloggers including Bryan Boy, Ingrid (The Bag Hag) and Jane (Sea of Shoes). After day one wrapped, the owner of Luisa Via Roma Andrea Panconesi & The Council of Florence welcomed all the bloggers in Palazzo Vecchio to meet the Mayor followed by a tour. Night time events included pre dinner drinks at Colle Bereto and finally dinner at Nove.
Day two also began with a 10am breakfest and more “Total Look Styling Lab” sessions at the store, some styled and shot at the store but there were also options to shoot out doors. Some of these locations include the Sala Bianca in Palazzo Pitti, Loggia del Bigallo on Piazza del Duomo, Museo della Specola, and more. Most took off after the sessions to freshen up for the nights “FIRENZE 4EVER…IT’S MAGIC” party celebrating LuisaViaRoma.com 10th anniversary of online activity. Many of Florence’s most influential were at the party including more than 30 of the worlds top style and fashion bloggers. The invite only party was held inside the Luisa store and once it filled up, a few of the bloggers took it to the streets just outside the store and near by cafes. Overall, the event was well put together with lots to do and see in addition to lots of networking. Congratulations to Andrea Panconesi and the Luisa Via Roma family!!
Bloggers, assistants, buyers and the Luisa sales team took over the store…
Luisa sales showing a piece from the jewelry collection.
Three of the female models lounging on the first floor after getting styled.
“My Blog is Bigger Than Yours!”
The store was filled with touch screen monitors for shoppers to search inventory or look up an item.
Inside Palazzo Vecchio
One of the oldest globes in Palazzo Vecchio
A celebratory drink with Andrea Panconesi
The blogger march…
One seater cars!
A shoot with one of the styles by Wendy/nitro:licious
The store buyer styling for the Luisa look book.
Luisa look book shoot
One of the styles by Wendy/nitro:licious
One of the craziest heels of the entire event from DSquared.
Inside the 10th anniversary party.
Bloggers taking it to the streets to party more.
A few of the most influential style bloggers.