Q&A: Andrea Tripodo, luxury brand manager

HOW HAS MILAN CHANGED IN THE PAST 10 YEARS?

It’s almost unrecognisable. Milan has always been known as Italy’s most international city, but in the past few years the acceleration has been very noticeable. The new skyline at Porta Garibaldi [a district with many modern high-rises, including the Vertical Forest] is an example of Italian style that’s redrawn the city’s profile.

HOW DOES NEW TALENT GET DISCOVERED?

Young people come here to study from all over the world, and brands take the best talent from the colleges — very early on they work out their ability to take Italian style forward.

WHY HAVE FASHION BRANDS OPENED BARS?

These days, luxury brands want to offer a total style of living. Fantastic architects have made magnificent bars that interpret the taste of each fashion house. Armani, Bulgari, Dolce &

Gabbana — all want to diversify. Their clientele is demanding, respects the style of the brand and isn’t put off by high prices, because it gives the feeling of somehow belonging to the brand.

WHAT’S SO IMPORTANT ABOUT VIA MONTE NAPOLEONE?

It’s the densest concentration of the ‘made in Italy’ brand, the highest expression of Italy’s savoir faire. Everyone wants to say: ‘I’m shopping in Montenapo’. Global brands jostle to get their window space in Monte Napoleone — they have to be present. If you’re not there, you’re worth nothing.