This year La Rinascente celebrates the centennial of its name, chosen by Gabriele D’Annunzio by order of Senatore Borletti, who purchased the Bocconi department stores in 1917. It was the start of a story of passion, talent and vision that had an innovative impact on models of consumption and on the evolution that made Milan into the economic engine of post-unification Italy.


To celebrate the event, the City of Milan | Culture, Palazzo Reale and La Rinascente have produced an exhibition in the spaces of the Appartamento del Principe.

Art, graphics, design objects, historical images lead visitors through the discovery of how La Rinascente has written important chapters in the history of lifestyle, communication and retailing.


The show is curated by Sandrina Bandera and Maria Canella, historians of art, society and lifestyle. The production and research work has been done by Memoria & Progetto, a cultural association that has selected, under the coordination of Elena Puccinelli, all the documents, photographs, graphic materials and objects in the show.

The research emerges from the portal Rinascente Archives, a digital reconstruction of the company’s heritage.

The exhibits include 16 objects that have won the Compasso d’Oro from 1954 to 1964, the period in which La Rinascente and ADI – Associazione per il Disegno Industriale collaborated closely on the organization of the prize.


The concept and exhibition design are by OMA/AMO.