A NEW RINASCENTE OPENED IN ROME

All About Italy (USA) - - Fashion - www.rinascente.it Ilona Catani Scar­lett

Af­ter 11 years of ren­o­va­tions work, Rinascente inau­gu­rated its new store in the heart of Rome, just a few steps away from the Trevi Foun­tain and the Span­ish Steps, in Via del Tri­tone 61. This is the sec­ond Rinascente store in Rome - the other be­ing in Pi­azza Fi­ume -, and the eleventh in Italy. The numbers of Rinascente in Via del Tri­tone (also known as ‘the Tri­tone’) are cer­tainly im­pres­sive: 14,000 square me­ters; 1852 days of con­struc­tion site; 4,720,000 kg of steel used; 8 floors; 250 mil­lion eu­ros of in­vest­ments, of which130 for the pur­chase of the prop­erty; 650 em­ploy­ees, for a to­tal of 25,000 hours of train­ing; 116 tills; for more than 800 in­ter­na­tional brands ready to conquer the hearts and the wal­lets of the 8 mil­lion ex­pected visi­tors a year. Long ren­o­va­tions were en­trusted to great ar­chi­tects and de­sign­ers who had al­ready re­disigned Rinascente stores, re­sult­ing in a per­fectly-bal­anced build­ing stitch­ing to­gether the past and the present, an­cient and mod­ern. It is the only depart­ment store in the world that can boast, within its struc­ture: an ar­chae­o­log­i­cal site ex­pos­ing one of the trea­sures of An­cient Rome, the Vir­gin Aqueduct - which was dis­cov­ered dur­ing works on the base­ment level -, a ‘palace’ built in the 1900s that be­comes an in­te­gral part of the store (oc­cu­pied by the Louis Vuit­ton bou­tique), a do­mus of the 4th cen­tury, spas, mo­saics, ter­races on the sixth floor with a view breath­tak­ing of Rome, along with a sky­light well de­signed to al­low the light to cross all 8 floors in height, giv­ing the en­vi­ron­ment a unique touch. The fa­cade – de­signed, to­gether with the first and sec­ond floor, by Vin­cent Van Duy­sen - fea­tures 96 win­dows and 7 shop win­dows framed by dark bronze fin­ishes. The main area of base­ment level, de­signed by Clau­dio Sil­vestrin and Gi­u­liana Sal­maso, is oc­cu­pied by the Ex­hibiton Area ded­i­cated to cul­tural events, but there is also a coffee shop, where you can have a coffee with a view of the aqueduct. In­deed, as Pier Luigi Coc­chini, Ri­na­cente CEO, said com­ment­ing the new Rinascente: “It is not just a sim­ple depart­ment store, but a meet­ing place, a mag­net for the whole city.” All ma­jor fash­ion brands are present in the new Rinascente, in­clud­ing Prada - which has never been present in the his­toric Mi­lan store -, Chris­tian Louboutin – with its first Ital­ian bou­tique -, Luis Vuit­ton – which de­signed a spe­cial edi­tion of its Star Trail An­kle Book es­pe­cially for the Tri­tone -, and Valentino - with 4 dif­fer­ent cor­ners. How­ever, many are also the ca­sual-wear brands that have a space in the depart­ment store. “I do not think that there is another place in Rome with so much choice. Af­ter all, if we want eight mil­lion visi­tors a year to en­ter the Tri­tone, we need a wide range of of­fer and prices,” said Vice Chair­man of Rinascente Vit­to­rio Radice.

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