The birth of La Grande Bellezza - The Dream Factory, Starhotels’ new scheme of contemporary arts-patronage which focuses on curating and promoting the country’s wealth of talent and creativity.

The initiative was officially launched to the press, the public, and the world of art and culture on Monday 4 November, with a packed event at Rosa Grand Milano – Starhotels Collezione.

The event was compèred by Ettore Mocchetti, architect, editor of AD, lifelong force in the world of design, artisanal quality and Italian lifestyle. Attendees included Elisabetta Fabri, CEO of Starhotels, Franco Cologni, president of the Cologni Foundation, Luciano Barsotti, president of OMA, and Matteo Parigi Bini, publisher of Gruppo Editoriale.

The launch also sealed the official collaboration agreement between Starhotels and their project partners, symbolically signed with a pen from the collection ‘La Grande Bellezza Gemstones’ by Pineider, a historic name in Italian craftsmanship.

Sara Ricciardi, an emerging talent in contemporary design with a penchant for craftsmanship, was in attendance as the project’s art director. Master artisans Venini and Bianco Bianchi worked with her on the event’s striking installation, which was completed by the extraordinary Arbor Vitae, a five-metre tall wrought iron tree from the famous atelier La Fucina di Efesto. The exhibition will be open to the public at the Rosa Grand until 31 January 2020.