BALLY x Luisa Via Roma launced the 12th edition of Firenze4Ever, the bi-annual media event started in June 2010 to celebrate the 10th anniversary of online activity for LUISAVIAROMA.COM. Firenze4Ever brings together journalists, bloggers, vloggers, and instagrammers, giving them a platform to collaborate and create working relationships. The event took place from the 9th to the 11th of January 2016 where Bally, the Swiss brand founded in 1851 presented an exclusive Limited Edition of the iconic “Eclipse” bag. Designed by Creative Director Pablo Coppola and inspired by the theme “TechDreamers”, the bag is available exclusively at the Luisa Via Roma Concept Store and online at LUISAVIAROMA.COM. During the “Style Lab” at the event, fashion influencers created and photographed a preview of next season’s trends in the most iconic locations of Florence using the new SS2016 collections from the most prestigious international designers, before anybody else.