“To whomever en­ters the shop I say ciao, Hello. I smile”

All About Italy (USA) - - The Changing City | All About Italy -

Mi­lan is not only build­ings, fash­ion and star ar­chi­tect mas­ter­pieces. It’s also his­tory and, above all, mem­ory, that sur­vives and re­sists that which of­ten is a su­per­fi­cial moder­nity. Re­count­ing this daily strug­gle for the safe­guard­ing of an ar­ti­sanal knowl­edge of other times is Sig­nora Ada, born in 1927, who with her elec­tron­ics shop opened in 1943 is a ref­er­ence point for the en­tire city.

In what has be­come a trendy zone, corso Como, fea­tur­ing clubs, sky­scrapers and gal­leries, the sur­vival of a shop that sells plugs, sock­ets and elec­tri­cal wires seems in­ex­pli­ca­ble. And yet the yel­low sign of «Tec­noelet­trica Co­moretto» has never stopped shin­ing its light on passersby and tourists, through pe­ri­ods of cri­sis and the temp­ta­tion of lu­cra­tive of­fers from the world of fash­ion that saw it as an ideal space for a bou­tique or ate­lier. But Sig­nora Ada most cer­tainly does not lack for tenac­ity, to­gether with a con­stant re­search for qual­ity prod­ucts: it’s no ac­ci­dent that in Mi­lan one says “if it’s not at Co­moretto you won’t find it any­where.” Her se­cret? A sales method from an­other era, linked to a deep knowl­edge of the ex­pe­ri­ences and habits of her clients, which is to say in short the ba­sis of the cre­ation of a com­mu­nity. Corso Como, 11 - 20154 Mi­lano

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.