News & Events
Exposition LR100 – Rinascente Stories of Innovation.
- 27 June 2017
- Posted by: editor
- Category: Events
The City of Milan | Culture, the Royal Palace and the Rinascente celebrate 100 years of this famous Milanese company with an exhibition that tells the story of a century of customs and culture from Milan and Italy. It will be at The Royal Palace until 24 September 2017.
D’Annunzio gave Magazzini Bocconi its new name “La Rinascente” one hundred years ago. Dudovich, Munari, Il Compasso d’Oro and the list goes on citing La Rinascente’s connection to art, graphics, architecture, fashion and the city.
It is a story of passion, talent and the ability to visualize it in such a way as to arouse from the 1900’s an innovative impact on consumer models and the evolution that allowed Milan to establish itself as an economic motor in Post-unified Italy.
Through the extraordinary variety and quantity of art works, graphics, objects of design, historical images and previously unpublished contributions, the public can discover how La Rinascente has written important chapters in the history of customs , communication and large scale distributions. Since it origin, it has been characterized as a laboratory where the latest discoveries from all over Europe can be experimented.
This exhibition, a scientific project , is curated by Sandrina Bandera and Maria Canella, historians of art , society and custom
The work involving research and production have been curated by Memoria & Progetto, the cultural association that selected all of the photographs, graphic material and objects in the exhibition through the coordination of Elena Puccininelli.
The ideas revolve around the most important artistic movements like Gropius, le Corbusier and Kandinsky that were the background of the constructive dialogues born between graphers and designers of the Rinascente, who acquired evident and revealing linguistics from its close relationship with art. This explains the presence of artworks by the large scale artists from that period like Depero, Munari, Melotti, Fontana, Soldati, Ceroli, Manzoni and many more.
The series of films selected can be found on the shelves and the shop windows of Ornella Muti, Renato Pozzetto and Giovanna Ralli , including Ugo Tognazzi’s film La Vita Agra (The Bitter Life) based on the romance by Bianciardi and many more. The Golden Compass Room teamed with the cult, Sapper watches and Dolomite shoes, dedicated to graphics, is overflowing with masterpieces from posters to shopping bags. The works on display are incredible pieces by Pistoletto, Andy Warhol, Rauschenburg, Aldo Mondini and Rotella, most of which come from the Peruz collection. Despite the human dimensions of the exhibit, the potential for exploration is endless.
Recovering the memory of La Rinascente means bringing into light a very important part of Italian cultural, social and artistic history, therefore, as was written, La Rinascente is not only a commercial company but also a cultural company, [it was not only a “a temple of consumption” but also an experimental university , an enormous modern monastery dispensing goods and awareness.