R100Rinascente Stories of Innovation

Exploring and celebrating the
authentic Milanese avant-garde


Exhibition overview at Palazzo Reale, Milan



“Once upon a time, there were two enterprising young men from Lodi, Ferdinando and Luigi Bocconi, who came from a humble background (their father was an itinerant haberdasher), yet knew how to dream… and how to roll up their sleeves to make their dreams come true.” – Domenico Piraina, Director Palazzo Reale

Opening May 24th, 2017, the exhibition R100 presented by La Rinascente and Palazzo Reale offers the opportunity to explore the many dimensions of the authentic Milanese avant-garde and to recognise its contribution and the influence it has exerted on our society, our economy, our language and our everyday habits and customs, enabling Milan and La Rinascente to capture the European audience. One hundred years ago, the Bocconi Stores managed by Umberto Brustio adopted the name coined by Gabriele D’Annunzio and set an extraordinary era of modernity in motion. Milan today is experiencing a period of major international aperture and this exhibition demonstrates that La Rinascente is part of the process, today as it has been for the last hundred years.