On Thursday, 19th April, Rome’s new shopping centre, Aura Valle Aurelia, was presented to the authorities, sector representatives, the press and, the same evening, to the general public, with a spectacular launch party that saw Proxima directing and organising the whole event. The day – which reached its climax with a breathtaking show in Piazza Fornace, the heart of the shopping centre – gave excellent results, with a turnout of over 30,000 people on Thursday and 70,000 on Friday (official opening day).


“The launch of the centre, the largest “urban” shopping mall in Rome and the outcome of an important project aimed at upgrading the Valle Aurelia district, aroused the interest of thousands of Romans for its unifying role throughout the area. Our event – packed with happenings and activities – explains Emilio Mori, Business Development Manager at Proxima – was able to meet the expectations of sector representatives and citizens alike.”

Managed by Savills Larry Smith Italia, the shopping centre (the first to open in 2018) sees Proxima engaged in the development of communication strategies and consultancy pertaining to its media plan and event calendar.