In Mi­lan, it's the “hottest” sea­son of the year and we're not only talk­ing about tem­per­a­tures. It's sale time in the city, an ab­so­lute ‘must' for shop­ping ad­dicts!


It's the "hottest" sea­son of the year, an ab­so­lute must for shop­ping ad­dicts!

All Mi­lan knows that the first week of July is one of the high­lights of the year, and marks the ea­gerly-awaited ar­rival of the sum­mer sales (which, this year start on 1st July). Bou­tiques are filled to over­flow­ing with cus­tomers un­able to re­sist the temp­ta­tion of tak­ing ad­van­tage of the dis­counts of on-trend col­lec­tions. Based on the motto “tell me what kind of shop­ping you're look­ing for and I'll tell you who you are” Where® of­fers you a brief over­view of Mi­lanese districts where you'll find the best bar­gains to sat­isfy your ev­ery style whim. En­joy!

PAS­SION FOR LUX­URY SHOP­PING You say lux­ury and the first word that comes

to mind in Mi­lan is the ‘Quadri­latero'. That's right be­cause, through­out the world our “Quadri­latero della Moda” is rec­og­nized as the most ex­clu­sive desti­na­tion for up­scale shop­ping: via Mon­te­napoleone, via della Spiga, via Gesù, via Verri, via Bagutta, via Bor­gospesso, via Santo Spir­ito, via Sant'An­drea and via Man­zoni are the nec plus ul­tra of Mi­lanese fash­ion, for men, women and even chil­dren, thanks to the mar­vel­lous bou­tiques that vie for at­ten­tion with glit­ter­ing win­dow dis­plays and un­miss­able col­lec­tions. But not only. In via Mon­te­napoleone, if you're tired and want to take a truly chic break then make sure to recharge your bat­ter­ies with a clas­sic espresso at Pas­tic­ce­ria Cova Mi­lano, the his­toric bar now owned by fash­ion gi­ant LVMH in via Mon­te­napoleone 8 (re­cently ren­o­vated and en­larged with a new out­door area to cel­e­brate its 200th an­niver­sary), Pas­tic­ce­ria March­esi across the street, cur­rently owned by the Prada Group (its his­toric head­quar­ters are lo­cated in via Santa Maria alla Porta, while its most re­cent branch can be found in the Gal­le­ria Vit­to­rio Emanuele II) or re­cent new­comer illy Caffè (at num­ber 19), a new meet­ing point for lovers of taste and ex­cel­lence, and the per­fect place for an all-day din­ing ex­pe­ri­ence. We end our tour of cafès by mov­ing on to the nearby Gal­le­ria Stras­burgo (S. Ba­bila), where we find Caffè Vergnano 1882, a new venue of­fer­ing an all-round ser­vice that in­cludes break­fast, lunch and the clas­sic aper­i­tivo. On the other hand, via Bor­gospesso, is home to ‘Bor­gospesso 1', a new go-to ad­dress for Mi­lanese food which gath­ers sev­eral his­toric gas­tro­nomic in­sti­tu­tions in­clud­ing Droghe­ria Parini 1915, Al Panino Bistrot and Trat­to­ria Bagutta 1934 un­der one roof… for a must-try ex­pe­ri­ence! An­other ref­er­ence point for up­mar­ket shop­ping is the pic­turesque, iconic and sim­ply spec­tac­u­lar Gal­le­ria Vit­to­rio Emanuele II, home to the greats of fash­ion, in­clud­ing Prada, Gucci, Louis Vuit­ton and Ver­sace and top restau­rants: a unique desti­na­tion both whose upper and lower spa­ces are well worth a visit. Known as the ‘Liv­ing Room of the Mi­lanese', the Gal­le­ria also of­fers a spec­tac­u­lar rooftop view with the “High­line Gal­le­ria”, a pedes­trian path along its rooftop

walk­ways, from which you can en­joy an un­par­al­leled view over pi­azza Duomo and its sur­round­ings! www.high­line­gal­le­

ARE YOU A TREND SET­TER? Corso Vit­to­rio Emanuele II and the cen­tre's neigh­bour­ing via Torino, but also corso Buenos Aires, are the shop­ping mec­cas most fre­quently pa­tron­ized by young, fash­ion­con­scious Mi­lanese, in search of the lat­est trends. These ar­eas boast loads and loads of shops and it's easy to get lost amidst the myr­iad of­fers of ever-chang­ing, ready-towear fash­ions. Pi­azza Duomo branches off into corso Vit­to­rio Emanuele which leads to pi­azza San Ba­bila and the nearby via Torino which stretches as far as porta Tici­nese (from here you can ac­cess the Navigli and the Darsena). On the other hand, ly­ing in the op­po­site di­rec­tion is corso Buenos Aires, the long­est shop­ping street in the world, where an in­creas­ing num­ber of ‘maxi bou­tiques' have taken up res­i­dence. If you need to take a breather af­ter in­dulging in some fre­netic shop­ping then why not head to the beau­ti­ful In­dro Mon­tanelli Pub­lic Gar­dens in porta Venezia? The gar­dens are also home to the Plan­e­tar­ium and the Civic Mu­seum of Nat­u­ral His­tory.

ARTIS­TIC & BEAUTY BOU­TIQUES Br­era and the Navigli are two of the most pic­turesque districts in old Mi­lan. If this is where you're headed, then make sure to wear ‘flat­ties', their cob­bled streets were not orig­i­nally de­signed for heels! A favourite haunt of Mi­lanese lo­cals for the in­dul­gent aper­i­tivo rit­ual, the Navigli and the Darsena are a not-to-be-missed desti­na­tion for vis­i­tors to Mi­lan where it is al­most im­pos­si­ble not to be cap­ti­vated by the ‘viby' at­mos­phere of its nu­mer­ous art ate­liers! Since time im­memo­rial, Br­era has been as­so­ci­ated with the artis­tic heart of the city. As you walk through this his­toric district you'll be struck by its al­most sur­real at­mos­phere, a trea­sure trove of small artists' work­shops, quaint shops sell­ing can­vases and paints, an­tique shops and the im­pos­ing Academy of Fine Arts. High­lights in­clude the mas­ter­pieces at the Pi­na­coteca, the his­toric Bi­b­lioteca Nazionale Braidense, the As­tro­nom­i­cal Mu­seum, the old­est in­sti­tute of sci­en­tific re­search in the city, and the Botan­i­cal Gar­dens, an evoca­tive green oa­sis in the heart of the city. Br­era never ceases to amaze and now, in ad­di­tion to its pic­turesque artis­tic ‘bot­teghe', count­less bou­tiques show­cas­ing rare essences are spring­ing up and trans­form­ing Br­era into a ‘district of Artis­tic Per­fumery'. Among these, par­tic­u­larly wor­thy of note is The Mer­chant of Venice, a his­toric per­fumery epit­o­miz­ing the art of Vene­tian per­fume-mak­ing, and high­light­ing the city's role as the fore­run­ner and in­ven­tor of per­fume as we know it to­day (via Br­era 4). While in the area, make sure to drop into the quaint shop lo­cated next to it.

The venue in ques­tion is Pet­ti­naroli, where col­lec­tors or en­thu­si­asts will find a wide se­lec­tion of maps, an­tique or modern globes, desk items, photo al­bums and much more. Our next port of call is num­ber 6 via Fiori Chiari, where we find the so­phis­ti­cated home fra­grances of Culti Mi­lano which will cap­ti­vate you with their del­i­cate essences and con­tem­po­rary de­sign can­dles!

A TRAN­QUIL HAVEN OF SHOP­PING Corso Ver­celli and via Vin­cenzo Monti are Mi­lan's ‘niche' shop­ping streets which though less busy and eas­ier to shop in than the city cen­tre, are, nev­er­the­less, packed to over­flow­ing with small shops just wait­ing to be dis­cov­ered in a char­ac­ter­is­tic at­mos­phere, fur­ther en­hanced by the pas­sage of his­toric trams that give this street an al­most retrò flavour. While strolling along corso Ver­celli and via Belfiore - mid­way be­tween the Con­cil­i­azione and Wag­ner metro stops - you will come across lots of trendy shops for all tastes: from cloth­ing to footwear, from dec­o­ra­tions for the home right up to taste lo­ca­tions, small gems of sought-af­ter el­e­gance that are bound to se­duce you! What's more the area is also lo­cated just a stone's throw from one of Mi­lan's most im­por­tant at­trac­tions: The Last Sup­per, a mas­ter­piece ad­mired each year by mil­lions of vis­i­tors. Also within easy walk­ing dis­tance are Parco Sem­pi­one, the Tri­en­nale di Mi­lano and, if you're feel­ing en­er­getic, you can eas­ily push on­wards un­til you reach the Castello Sforzesco.

IN­NO­VA­TIVE SHOP­PING We now find our­selves in one of Mi­lan's most con­tem­po­rary, fash­ion­able districts, burst­ing with buzzing bars that cater to the tra­di­tional aper­i­tivo rit­ual, a desti­na­tion where hip young­sters are al­ways in the spotlight. Obviously, we're talk­ing about corso Como and pi­azza Gae Au­lenti, a real jewel of ar­chi­tec­ture and de­sign (which is ded­i­cated to one of the ‘greats' of Mi­lanese de­sign), with its in­creas­ing num­ber of bou­tiques, in­clud­ing the brand new spa­ces of Mole­sk­ine and Tesla. From food gi­ant Eataly Smer­aldo in pi­azza XXV Aprile to the sought-af­ter shop­ping and din­ing com­plex of corso Como, home to “10 Corso Como”, an oa­sis of high style, com­bin­ing an art gallery, a de­sign bookshop, a fash­ion bou­tique and a charm­ing court­yard café, this is a truly ‘viby' district! If you're won­der­ing about the eye-catch­ing glass pyra­mid lo­cated nearby in Porta Volta, it's the new cul­tural head­quar­ters of the Fon­dazione Gian­gia­como Fel­trinelli. We also rec­om­mend a visit to the UniCredit Pavil­ion, an in­no­va­tive space de­signed by Mi­lanese archis­tar Michele de Luc­chi created to host ex­hi­bi­tions, con­certs and events. We end our tour in the Tor­tona district, fea­tur­ing an eclec­tic mix­ture of artis­tic bou­tiques and cul­ture hubs in­clud­ing MUDEC-the Mu­seum of Cul­tures (one of whose high­lights in­cludes En­rico Bar­tolini's twostarred Miche­lin restau­rant) and the ex­clu­sive ex­hi­bi­tion space of Ar­mani/Si­los.

SALES TIP If you've for­feited mak­ing im­por­tant pur­chases while wait­ing for the sales to be­gin, then now is the time to in­dulge, but not be­fore hav­ing ob­tained a few tips to guar­an­tee bag­ging the best bar­gains. First and fore­most, re­mem­ber that dis­counts are only ap­plied to col­lec­tions al­ready on sale at shops and not to new in-store ar­rivals. More­over, it's im­por­tant to bear in mind that

dis­counts are not fixed, de­pend­ing on the in­di­vid­ual pol­icy of each shop. A sug­ges­tion, pay at­ten­tion

to la­bels so that you know ex­actly what you're get­ting and, if you want an in­sider tip, don't only limit your­self to the shop­ping streets in the cen­tre… if you avoid fol­low­ing the crowds, you'll be able to take ad­van­tage of a much wider choice!

la Rinascente flag­ship store

Via Mon­te­napoleone

10 Corso Como

Gal­le­ria Vit­to­rio Emanuele II

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