MAJOR VIRTUAL TUNNEL

On the occasion of its 13th Edition, GreenFashionWeek will found Major Virtual Tunnel: a new retailing

concept dedicated to sustainable fashion brands and the most innovative sustainable products.

Major Virtual Tunnel was created with the intention of establishing Greenlandia, a place dedicated to promoting sustainability while simultaneously creating a new paradigm for sustainable sales and communication.

Major Virtual Tunnel’s retailing concept is born from the union of a physical and a digital store.

Major Virtual Tunnel is both showroom and e-commerce: it offers the end user to purchase online without giving up the experience of the live purchase thanks to innovative technological tools.

Major Virtual Tunnel will identify the most innovative start-ups in the sustainability sector to nance, promote and launch them on the market, thus becoming an important Market Place.

Major Virtual Tunnel will rise in dynamic Milan, the capital of traditional fashion, with the aim of making it the world capital of sustainable fashion.

Major virtual Tunnel will also lead to a redevelopment and total renovation of an abandoned area of Milan city: the metropolitan tunnel of the De Angeli-Frua district.

MAJOR VIRTUAL TUNNEL PRESENTATION

Major Virtual Tunnel was created by the founders of GreenFashionWeek

The concept, also known as "Greenlandia," is based on sustainability principles.

The concept is based on a "no goods in stock" model:

It reduces CO2 emissions by eliminating the transportation of goods from warehouses to stores, contributing to an overall decrease in companies' carbon footprint
It minimizes the risk of unsold and discarded products, reducing the need for packaging and improving resource management
- It encourages companies to produce only what is necessary, reducing material and energy waste and optimizing supply chains
- It enhances operational efficiency and has a significant positive impact on environmental sustainability, making companies more responsible and eco-conscious.

By partnering with Major Virtual Tunnel, a project pursuing sustainability goals aligned with the United Nations' 2030 Agenda, brands will strengthen their commitment to responsible and Green business practices.

Additionally, brands will participate in a major urban renewal effort, bringing new life to an area that has been abandoned for over 20 years.