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100 years of "La Rinascente" Exhibition

Hosted by the Consul of the Milan Sales & Marketing Group
Business & Networking
Event Cover Photo
Took place 1 month ago
Sun 24 Sep 14:30 - 16:00

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Dear Sales & Marketing Group members,

let's meet and explore together “100 years of La Rinascente – Stories of innovation”, an exhibition dedicated to the first and the most notorious Italian upscale department store for clothing, household and beauty products.

Inspired by Le Bon Marché, La Rinascente was founded in Milan in Protected content an M&A of the first two Italian shops selling pre-packaged clothing. It brought in Italy the then-new concept of exposing the clothes in plain sight and allowing customers to walk around the shop and "watch and desire". The decadent poet Gabriele d'Annunzio, arguably the most influential figure in the Italian culture at the time, suggested a new public image for the store and a name, La Rinascente (i.e. "she who is born again"), to symbolize the rebirth of the store but also, and more significantly, the rebirth of Italy at the end of a war which was causing widespread poverty.

La Rinascente quickly became a benchmark for fashion and trends and triggered innovative impact on the consumption models and evolution in post-unified Italy, involving most influential artists at the time, such as Marcello Dudovich for advertising and Gio Ponti for furniture design.

The exhibition offers a travel through a century of history of costume and culture in Italy and an exceptional variety and quantity of communication and marketing material for art, graphic design and objects, historic images and previously unseen works, which tell visitors how la Rinascente managed to start the genesis of the advertising campaigns in Italy from the walls of the city and the curved glass showcases of Corso Vittorio Emanuele.

If we reach the number of 15 participants, we can benefit from a reduced ticket price, from € 8 to € 6, audio guide included.

Let’s enjoy together this valuable heritage of images, experiences and visions!