FRAU's Unconventional Event at the Artigianoteca

FRAU's Unconventional Evening at the Artigianoteca

FRAU IN BOTTEGA

On Wednesday, 29 October, Milan was the setting for the "FRAU in Bottega” event,
held amid the scent of leather and the rhythm of the machinery of the Artigianoteca on Viale Premuda.
For one evening, Frau transformed this authentic space into a temporary home dedicated to craftsmanship and Made in Italy excellence:
values that have united Frau and Artigianoteca for generations.

Milan welcomes FRAU

BETWEEN CRAFTSMANSHIP
AND MADE IN ITALY EXCELLENCE

The afternoon saw the opening of Unconventional Press Day, a lively workshop where journalists, stylists and talent could preview the SS26 collection.

Not just a showroom, but a chance to bring a piece of Frau's beating heart to Milan, to let guests experience the authenticity and soul of the brand thanks to the special presence of Silvano, one of the company's technical modelling experts.

Every detail, from the wooden lasts to the jars of polish, spoke of the value of time and craftsmanship.

Cocktail Party

Music, Toasts and FRAU Icons

From 6.00 pm, the Bottega was thrumming with the energy of the Cocktail Party, amid chat, music and toasts,
while the Frau creations — brushed loafers, retro Mary Janes and boots with clean lines — came to life in the hands of the guests.
Between the leather, brushes and tools of the trade, each model seemed to find its origin, creating an intimate and authentic dialogue between the Artigianoteca and Frau products.

The Encounter between Craftsmanship
and Contemporary Design

THE STORY OF NSS MAGAZINE

A central role in the narration of the evening was played by NSS Magazine, the event’s media partner, which was able to convey the unique atmosphere of FRAU in Bottega through its contemporary and youthful lens, defining it as the “encounter between two apparently distant worlds: that of craftsmanship and contemporary design“.

During the event, the editorial staff involved the guests in short interviews, asking them what their “everyday shoe” was.

FROM EVENT TO MANIFESTO

THE VALUE OF THINGS DONE RIGHT, MADE TO LAST

With the FRAU in Bottega event, the brand is reaffirming its idea of understated modernity,
where quality is measured in terms of durability, the softness of the leather and the precision of the last.
The event was not just a presentation, but a manifesto: an invitation to rediscover the value of things done well, with care and passion, destined to last over time.