Palazzo Reale | LaRinascente100

July 2017, Milan

The name la Rinascente is 100 years old this year. It was thought up by Gabriele D’Annunzio. This was the beginning of a story of such enthusiasm, talent and farsightedness that, in the early twentieth century, it triggered innovative impact on the consumption models and evolution that led Milan to establish itself as an economic driver in post-unification Italy.

An exceptional variety and quantity of works of art, graphic design, design objects, historic images and previously unseen exhibits will tell visitors how la Rinascente managed to write important chapters in the history of costume, communication and retail.

Project: Palazzo Reale | LaRinascente100
Photo: Agostino Osio
Retoucher: Marco Dabbicco
Art direction: OMA
Client: APRIL