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