16 December 2020
The Weekly
Renovation of Rinascente, Milan Store

Rinascente Milan invested over €6mn to renovate the fourth and fifth floors, which together with the third, dedicated to footwear, are focusing on the woman universe. The fourth floor has been renovated starting from a concept born from the merger of the projects of the Milanese studio Cara / Davide, of the Design Agency StudioPepe and of Rinascente Store Design. StudioPepe has created the space that houses shoes and sneakers, denim and activewear, with a concept inspired by the workplaces of the 1980s, a severe style and an essential design. The wide range of clothing on the fourth floor is enriched by accessories, bags and Jewellery. The floor also houses the ‘Events’ area: a space of 100m2 that changes shape and appearance to host exclusive projects, events, multi-brand displays and special initiatives.

The fifth floor, dedicated to an offer of timeless womenswear, lingerie and children's clothing, was designed by David Chipperfield Architects Milan. The main architectural elements that distinguish the space are 24 mushroom-shaped plaster columns. The floor proposes a careful selection of made in Italy collections, without neglecting international influence. An area, defined as ‘seasonal’, will take on different forms and concepts in different periods of the year.

The fifth-floor hosts proposals for the little ones, with an offer ranging from new-borns to teenagers. The floor is divided into main areas, each dedicated to a particular universe: the Toys area hosts a careful selection of the most interesting and niche brands on the international scene; the area from 0 to 12 months has been expanded with the inclusion of new objects and home decor proposals. A space is reserved for the world of girls and the denim & activewear offer; there are also areas dedicated to outerwear and footwear for the little ones.

The first floor of Annex, the Rinascente format dedicated to young people, also underwent a significant restyling. The main innovations are the expansion of the Beauty offer with a new space conceived as a real Beauty Bar and the introduction of BeautyExpress services, such as brow & lash bar, face massages and nail bar. Annex also dedicates an area to the world of fitness and the universe of physical and mental well-being: from activewear dedicated to a young audience, to the most innovative wellness gadgets and sports equipment.

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