The title for the company is this. I found it yesterday in the valley of Chiapovan: LA RINASCENTE. It’s simple, clear and appropriate. Moreover, it also connects with the motto. So wrote the poet Gabriele D’annunzio from the Bainsizza front in August 1917.
The adventure of what would become the quintessential Italian department store had started on 4 June 1865, thanks to the brothers Luigi and Ferdinando Bocconi. The new owner, Senator Borletti, then appointed D’Annunzio to create the new name after the fire that destroyed the building: La Rinascente.
In these 150 years, the Milan “department store” has repeatedly transformed itself, building a history made of notable firsts: the first light bulb in Italy was lit in La Rinascente; the first refrigerator, the first miniskirt came through its stores. And it has become a shopping must for those visiting Milan.
Unusual and intriguing the choice to celebrate these 150 years by asking its customers, called upon to help, also with their memories, to narrate them. Testimonies that you can read on Twitter at the hashtag #150story.
Physical place where, on the other hand, the initiatives related to the 150th anniversary.will focus – including the interactive Album of Milan exhibition. The 150 personalities who made the history of Milan seen by Giannelli – the multifunctional space in via Santa Radegonda designed by Cibicworkshop.
