From D’Annunzio to Gio Ponti, the Creative DNA of the Renaissance
Location: La Rinascente
Address: Piazza del Duomo
In 1883, Au Bonheur des Dames was released and, thanks to Emile Zola, the phantasmagoric novelty of Paris’ huge department stores became protagonists of a novel. At the same time, transformations were occurring at the Magazzini Bocconi of Milan, an Italian success story that would soon conquer Genoa, Rome, Trieste, Palermo and Turin. Surprised you never heard of it? Nothing strange at all - in 1917, the chain became known as La Rinascente, thanks to the fortunate invention of another literary great, Gabriele D’Annunzio. In Milan the following year, La Rinascente opened to the public in Piazza Duomo and not even a horrible fire would hinder its triumphant march forward. The collaboration with D’Annunzio was no isolated case - artists and other Made-in-Italy creative minds have always played a key role in the history of the company. Witness to this fact are the Liberty Style posters created by great artists such as Marcello Dudovich, or the Compasso d’Oro, the celebrated award for the top in Italian design. Few people know that it was launched by La Rinascente, picking up on an idea of Gio Ponti.
Fragile and magnetic, a young woman stares out at the spectator beyond the canvas - not even its creator could pull himself away from the portrait of Concha Emiliana de Ossa, today in the collec-tion of the Pinacoteca of Brera.