#150 Stories
To celebrate its 150th anniversary since its founding in 1865, Rinascente went down memory lane through 150 dedicated tweets. I was asked to capture the most salient moments throughout its glorious history. I pored over the company’s house organs and any other books or documents available and wrote all the posts for its Facebook and Twitter pages. These posts were subsequently collected into a book which was distributed to business partners and clients alike.
#150story June 4, 1865. Fratelli Bocconi open its first tailoring shop, which would one day be called #laRinascente, on via Santa Radegonda in #Milan.
#150story 1983. One of Italy’s first electric bulbs is lit up in the window of the Fratelli Bocconi store on via Radegonda in #Milan #laRinascente
#150story #laRinascente is the first store to display goods on shelves thus making them visible from the store windows. A new way of shopping is born.
#150story in 19th- century Italy the Fratelli Bocconi stores help emancipate women. Women can finally shop unescorted.
#150story #laRinascente: a name originating in poetry. In a letter written by Gabriele D’Annunzio from the front, we learn that he was paid 5000 liras for coming up with the new name.
#150story Touring Club Italiano describes #laRinascente after its renovation in 1921: “It is so impressively spacious and airy one cannot help but enthuse over it.”
#150story 1924-1926 the poet Salvatore Quasimodo works in a clerical office at laRinascente. He went on to win the Nobel prize in 1959.
#150story in 1929 @laRinascente begins issuing ‘Echi de la Rinascente’, one of Italy’s very first house organs.
#150story in 1943 #laRinascente begins researching the best handmade products in Italy. It discovers @Gucci and its legendary suitcases.
#150story Do you know who used to be in charge of window-dressing back in the 1950s? Bruno Munari.
#150story 1952. Rinascente is one of the first Italian companies to set up a television set in its tearoom.
#150story 1984 ”#laRinascente was an amazing place where you could meet some of the greatest creative talents” Giorgio Armani # A tribute
#150story Rinascente loves talent and talented people love #laRinascente: in 2007 Beyoncé presents the #armani Diamonds fragrance at the Rinascente store in Milan.