Destination Experiences / Social Experience Destination

MILAN / 2020

Natale degli Alberi

Produced by Balich Wonder Studio

— An open source creative format to celebrate Christmas around the city.

The Christmas of Trees (Il Natale degli Alberi) is the creative format by Marco Balich donated by the Bracco Foundation to the City of Milan to restore joy, solidarity and beauty throughout the city. The first edition of the open source format involved 21 private sponsors that have created “Author Trees” which have been widespread around the city of Milan to celebrate 2020 Christmas, respecting social distancing without making people feel lonely.
Milan has chosen to adopt the symbol of the tree to unite and narrate a composite and inclusive city through the values of solidarity, sustainability and beauty. The trees are not only in the centre but also in every neighborhood with the aim to unify all the areas of the city with shows of lights, colors and music.