Not only on level -1, but a common thread through the shop windows across its floors. The ‘amaMI’ capsule collection is new, dedicated to Milan

[On the cover: Farm Rio and the place dedicated to amaMI’s capsule collection]

The link between Rinascente Milano and design was consolidated in 2009 with the Design Supermarket format on floor -1. Since then, new lifestyle projects have come to life every year on the occasion of the Fuori Salone that are transversal to design and fashion. “The concept of Rinascente” – explains CEO Pierluigi Cocchini – “is a container of stories that allows brands to express themselves in terms of creativity. If Design Supermarket sounds like an oxymoron, combining a high-end design concept with a more commercial, supermarket concept, in reality best represents our philosophy, i.e., products to live with and buy”. In this edition of design week, the Milanese flagship store comes alive with installations, capsule collections such as ‘amaMI’, dedicated to Milan with the involvement of brands such as MSGM, collaborations with international brands and a restyling of the Kartell and Vitra shop corners. On the design floor, the takeover of the Farm Rio Air Snake continues, which features accessories from handicrafts including footwear. The eight showcase windows in this period bear the signature of Anthony Vaccarello of Saint Laurent for a journey into French artistic design, illustrated by installations created in collaboration with some prestigious Parisian galleries.