The 5 most viral Christmas trees in Corso Vittorio Emanuele II
From Swarovski to Gucci: the 5 most viral Christmas trees in Milan's Galleria Vittorio Emanuele II.
Milan, city of fashion and business, is transforming during the Christmas festivities, and a magical atmosphere takes the place of the classic frenzy we all know the city for. The enchantment of Christmas spreads through the streets of the city, and the Galleria Vittorio Emanuele II becomes the stage for this spectacle, where the Christmas tree is the main actor. In this article we explore precisely the five most viral trees displayed in the renowned Galleria Vittorio Emanuele II, discovering their unique design and the fascinating stories behind them.
1.Star Special Edition, 2016
We open the list with Swarovski's 2016 Christmas tree, which celebrated its 25th anniversary that year. For the occasion, Swarovski, decided to set up Galleria Vittorio Emanuele II with a base that was, to say the least, majestic: here, the 25 Stars born from 1991 to 2016 shone brightly, each one telling the sparkling story of the brand. For the uninitiated, the brand's first logo was an edelweiss symbolizing Austria, Swarovski's country of origin.
2.Digital Christmas Tree, 2018
With 36 thousand dancing lights and a star-shaped tip, the Christmas tree on display in 2018 in Corso Vittorio Emanuele II in Milan embraced the Christmas tradition, but also winked at the digital innovations, with four interactive and technological stations. That's not all: at the base of the tree, thanks to try-on devices and wishlists, it was possible to 'dress up' in crystals and virtually wear watches and jewelry. In the meanwhile, there were fun interactive walls that were inviting people to take glamorous selfies in front of the Christmas tree in Galleria Vittorio Emanuele II.
3.Sparkling Woman, 2019
Due to the wide appreciation, in 2019 Swarovski wanted to embrace the importance of technology by combining the digital experiences with an exhibition dedicated to female creativity: "Sparkling Women".
Milan is indeed a city that offers women the opportunity to fully express their talents, and Swarovski has chosen to pay homage to some of them with a collection of flexible vases: from the revered Alda Merini, one of Italy's most adored poets, to Marta Ferri, the talented Milanese fashion designer with a fervent passion for design. An elegant parallelism between the uniqueness of each product and the luminosity of our country's most celebrated women, to give them a space in which to let their distinctive creative power shine.
4.Tree of Wonder, 2021
In that year, the pandemic had taken away some of the Christmas magic and Swarovski knew it. Therefore, the brand launched a very important message to warm people's hearts again: we should all go back to looking at the world with the same wonder as children and rejoice in the small things. This concept was expressed with a Christmas tree that made Milan's Galleria Vittorio Emanuele II a work of art with more than 10,000 lights and over 200 exclusive handmade decorations.
5.The Gift of Love, 2023
From Austria, we descend into our country, cross the Alps, skirt the Adriatic and find ourselves in Florence, cradle of the famous fashion label Gucci, founded in 1921.
On the occasion of this year's Christmas festivities, in fact, the Tuscan brand was offered the opportunity to decorate the tree in Milan's Galleria Vittorio Emanuele II. The installation, called 'The Gift of Love', consists of numerous bombed gift boxes, similar to those adorning Gucci boutiques in Milan, placed in a pyramid structure reminiscent of a typical Christmas tree.
Beyond the lights on the tree, however, there were also some very glittering criticisms: 'A luggage dump', 'It looks like the luggage depot at Linate' (a Milan airport), 'My carpenter with 30 euros would have done it better'; these are just some of the comments that went viral in the first few hours.
In addition to the aesthetics of the project, numerous debates have also opened up over the substantial investment. According to Repubblica, Gucci has extended its work beyond the arches of the Galleria, illuminating a kilometre of streets in Corvetto neighborhood and adorning three different schools, for a total investment of over one million euros.
What to see around: Discovering Milan
Whether you choose to go see the Gucci Christmas Tree or avoid this display, the Milan city center certainly provides a magical atmosphere in December, with the illuminations lit and the streets filled with vendors selling typical sweets and hot chocolate.
A must-see nearby is the majestic Duomo, symbol of the city and Italian architecture, flanked for the occasion by the traditional municipal tree. After spending a few minutes with your nose to the sky and your eyes lost in the endless Baroque details, it is time for a pleasant walk.
For shopaholics, this is your lucky day: in fact, in this area, you will find numerous streets that are home to high-fashion brands!
For those who prefer a stroll through the city, Best Italy recommends putting the Brera district on your google maps. Just a 15-minute walk from the Duomo of Milan and you will find a place that smells of art and romance: here, there’s a lot to see, such as the Botanical Garden, the Astronomical Observatory, the Academy of Fine Arts, the theater and the marvelous Piazza San Marco! Let yourself be inspired by the streets of the district and enjoy the fervent pulsing of art!
If you’re interested in discovering the city, Best Italy Tour organizes private or group tours, packages, guided tours and cultural tours through Italy's main attractions. Where would you like to go? Planning your trip has never been easier!
