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  • The iconic Battistero scarf, designed by Emilio Pucci in 1957.

  • Pucci takes over the Baptistery of San Giovanni in Florence.

  • View of Piazza San Giovanni, Florence.


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The Baptistery of San Giovanni in Florence gets a Pucci makeover for Pitti Uomo

Pucci pays homage to the historical and artistic heritage of Florence with an installation at the Baptistery of San Giovanni, which is dedicated to San Giovanni Battista, the patron saint of the city. On the occasion of this year’s Pitti Immagine Uomo (17-20 June, 2014), and coinciding with the celebrations that commemorate the 60th anniversary of the Center of Florence for Italian Fashion, Pucci covered the façades of the Baptistery with the motifs of the iconic Battistero scarf. Designed by Emilio Pucci in 1957, the scarf originally featured an aerial view of Piazza San Giovanni, where the Baptistery of San Giovanni is situated, in vibrant lemon yellow, orange, fuchsia and the emblematic Emilio pink. The apse side of the Baptistery was covered for the occasion with a giant size portrayal of the original scarf, while the other seven sides of the octagonal building were wrapped with 2.000 square-meters of canvas, printed in a life-sized rendering of the Emilio Pucci Battistero print, faithfully following the building’s contours.

The installation, which symbolizes the very special bond between the brand and Florence, the hometown of Emilio Pucci, was followed by a social media campaign that paid tribute to the brand’s heritage, using the hashtag #MonumentalPucci. What’s more, the Palazzo Pucci opened its doors on June 17 for an inauguration cocktail, inviting visitors to discover the drawing and printing techniques of the scarf through a special experience, titled “Design the Dream”. During the following three days, “Design the Dream” was transferred to the Emilio Pucci Boutique in Florence, where Pucci fans had also the chance to purchase their favorite variation of the iconic scarf, available in a handful of colors.