THE RESTYLING OF THE HOSPITALITY AREA AT SAN SIRO, INSPIRED BY FASHION WEEK

AC Milan has undergone a makeover, and has shown off a new look in recent home games with its touchline hospitality areas, which allow guests to truly experience the passionate atmosphere and the competition offered on a matchday in a completely renovated setting that looks ahead to the future, to Italian design and innovation. It all stemmed from the recent Milan Fashion Week, and the Rossoneri club once again wanted to exceed the boundaries on the pitch, positioning itself as a frontrunner of lifestyle culture, innovation and a catalyst of passion. 

The new setting with a glamorous atmosphere and furnished in Rossoneri colours, with a special DJ set in collaboration with Radio 105. In the home matches against Udinese and Inter there was the catwalk for the various celebrities present at San Siro, including young artist Sangiovanni, the in vogue italian Tik Toker Mattia Stanga, the Italian actor Madior Fall (fresh from the success of the recent Italian Netflix original series "Zero"), the Brazilian supermodel João Knorr, the actress Fiammetta Cicogna and also Elisa Maino and Ryan Prevedel, including the most sought after influencers in the fashion world right now.

The last couple of matchdays were an opportunity to announce and celebrate the new limited edition capsule collection up-cycling created in collaboration between the French Maison KOCHÉ and PUMA, in which unused Rossoneri match shirts blend with KOCHÉ recycled fabrics and prints from previous seasons, which give a new life to unique items.

San Siro also hosted a special show dedicated to the new partnership with wefox, Official Insurance Partner, and the first Official Back-of-Shirt Partner in the history of the club. An complete novelty: in the match against Udinese the team took to the field with the logo of the leading insurtech brand in Europe printed under the jersey number of all players.