The Consortium is present until December 22 in Piazza Tre Torri in the CityLife district with “Sinfonie di Gusto”: daily concerts and tastings of PDO biodiversity
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The News
The magic of Christmas and the unmistakable taste of Parmigiano Reggiano come to Milan, precisely to CityLife in Piazza Tre Torri, with the musical event “Sinfonie di Gusto.” Until December 22, 2024, the square will be transformed into a huge and evocative “Advent calendar,” with a rich and engaging program of events including concerts, tastings and activities related to the PDO icon of Italian excellence in the world.
A total of 25 numbered podiums in the shape of Christmas parcels will fill the space centrally to symbolize the anticipation of Christmas, and each evening starting at 6 p.m., a musician from Milan's leading orchestras will take the stage with the number corresponding to the number of the day to perform their instrument in a half-hour concert. Amid great Christmas classics such as Jingle Bells, We Wish You a Merry Christmas and Mariah Carey's All I Want for Christmas Is You, the atmosphere will be filled with merriment to make the most festive time of the year unforgettable.
And as a closing track, "7 Battiti", the sound identity of Parmigiano Reggiano, created by Italian audio branding agency BrandMozart and premiered last October 16 during the evening celebrating the 90th anniversary of the founding of the Consortium in the presence of Italian President Sergio Mattarella. An event sponsored by the Municipality of Milan, during which the Christmas atmosphere will be further enlivened by moments of tasting of the biodiversity of Parmigiano Reggiano, (from cattle breeds such as the brown cow and the red reggiana, to the various maturations up to “certified” products such as the Mountain product and Organic), including the spectacular opening of the wheels. Finally, a two-meter installation reproducing a half-cheese of the PDO could not be missed.
“There can be no Christmas without Parmigiano Reggiano ,” said Nicola Bertinelli, president of the Parmigiano Reggiano Consortium. “We are convinced that the values of our DOP are not only biodiversity, naturalness, and versatility of uses: but also sharing and celebrating moments with family and friends, such as Christmas. 2024 was a special year for the Consortium, one in which we celebrated the 90th anniversary of our founding in the symbolic places of our history and the most important markets: from the Italian Embassy in Paris to Palazzo Piacentini in Rome, the headquarters of the Ministry of Business and Made in Italy, with Minister Adolfo Urso; from the Summer Fancy Food Show in New York at the Rockefeller Center, to Parma with a special event at the Teatro Regio in which we were honored with the presence of the President of the Republic Sergio Mattarella.
We are happy to now be able to extend the celebrations to everyone who stops by to visit us at CityLife, a symbolic place of Milan in the world, thanks also to the patronage of the City Council. Because Parmigiano Reggiano is not just a piece of cheese: it is part of our lives and an international icon of Made in Italy."
“This year we wanted to bring the unique flavor of Parmigiano Reggiano directly to the heart of Milan, setting up a special initiative in one of the most iconic places of Milanese shopping,” added Carmine Forbuso, marketing director of the Consortium. “Parmigiano Reggiano is not only a product of excellence, but also a symbol of tradition, quality and Italian taste. What better time to celebrate it than during the holiday season? We hope that our initiative, supported by a robust restaurant and national communication plan, will be an opportunity to live an engaging experience, rich in taste and conviviality, and to discover the extraordinary biodiversity and versatility of our PDO, which allow it to be the perfect and indispensable ingredient of all Christmas tables, in Italy and around the world."
With this initiative, Parmigiano Reggiano intends to remind us of its being not only a perfect product for any Christmas recipe, thanks to its ability to give that unique touch of character to all dishes and to combine in a versatile way with wines, spirits, desserts and fish; but also a symbol of conviviality and sharing, able to unite different generations, nationalities and palates.
