“LR100-Rinascente: Stories of Innovation” at Palazzo Reale in Milan

June 7, 2017

OMA/AMO have led the team in charge of the in-depth research and stunning exhibition displays in each of the 12 rooms of the Palazzo Reale where dozens of objects stand side by side telling the story of the most distinguished Italian department store.

 

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

 

The Palazzo Reale in Milan hosts an exhibition celebrating La Rinascente‘s 100 years’ anniversary. The Italian department store that changed Milan and became a symbol of prosperity in the whole of Italy is now the protagonist of a comprehensive exhibition following in-depth research by curators Sandrina Bandera and Maria Canella and OMA/AMO, who have also been in charge of the exhibition’s displays along with Ippolito Pestellini Lapparelli and Antonio Barone.

A wide arrange of objects, ephemera, clothing and photographs stand together in a stunning layout to better understand the importance of this 20th Century icon of fashion and lifestyle.


 

Practical Information

LR100-Rinascente: Stories of Innovation
May 24 – September 24, 2017
Palazzo Reale
Piazza del Duomo, 12, 20122 Milano
Italy

 


The name la Rinascente, thought up by Gabriele D’Annunzio, is 100 years old this year. 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.

 

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

 

TEXT BY IPPOLITO PESTELLINI LAPARELLI

What is a department store? What is its role in different urban contexts? How has the digital revolution affected the practice and particularities of its shopping environment? These questions are at the core of recent debates on the future of retail. They resonate among both fashion and architecture historians, and reverberate also through other disciplines – art, design, cinema, theater – to name few, mirroring larger questions of geo-political history and economy.

 

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

 

There is no precise answer to such questions as there is no way to reduce the notion of “department store” to a single statement. A department store is rather a diverse collection of values and identities, expressing the history of the city it belongs to. More than a place, a department store is an open and adaptable cultural canvas of its location, whether it be London, Paris, New York, Tokyo or Milan.

Today, after the first appearance in XIX Paris more than 150 years ago, at a turning point of the digital evolution, department stores are the ideal lab to reimagine our physical relationships to products, cities and our everyday context in general.

 

LR100 Rinascente: Stories of Innovation   © Lorenzo Palmieri

LR100 Rinascente: Stories of Innovation © Lorenzo Palmieri

 

La Rinascente is no exception to this tradition. Established in 1917 to replace and renew Magazzini Bocconi with the fire-proof baptism of D’Annunzio, its relentless creative history is both a symbol and evidence of the vibrant Milanese culture, one that has constantly seen the relationship with industry and commerce as an opportunity for daring experimentation and research.

 

LR100 Rinascente: Stories of Innovation    © Lorenzo Palmieri

LR100 Rinascente: Stories of Innovation © Lorenzo Palmieri

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

 

Conceiving a historical exhibition on la Rinascente meant diving into the store’s history and archive: discovering its heroes, from Dudovich to Ponti, Huber to Munari; understanding its leaders, from the 50-year long direction by Borletti – Brustio to the current management; and decoding its design language and graphic identity. Unfolding the history of fashion and commerce reveals a new perspective on the history of Italy as a whole.

 

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

 

To mark the 100th anniversary of la Rinascente we have envisioned the exhibition as a living archive that invites the visitor to discover a sequence of wonders. The exhibition unfolds through a series of different visual and physical experiences. Rather than a coherent journey, it is a collage of identities, echoing the same logic of a department store and presenting the many aspects that made la Rinascente a crucial example in the history of European department stores.

 

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

LR100 Rinascente: Stories of Innovation  © Agostino Osio

LR100 Rinascente: Stories of Innovation © Agostino Osio

 

From industrial design to fashion, art to communication, illustrious collaborations to a never fulfilled search for innovation, each of the 12 rooms at Palazzo Reale will display multiple scenographies and outline a different aspect of the production of the first and only department store of Italy.

The history of la Rinascente is the story of the people who made it (management, creatives and clients), and the story of their ambition to connect art to life.


 

News source: OMA/AMO and Palazzo Reale Milano
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