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New look for the city centre of Milan thanks to the big international brands

27 November, Libero

People might like it or not, but one thing is sure: big global brands, from fashion to luxury, accessories, fast food (McDonald’s and Burger King, and now also Five Guys), and coffee are changing the look of Milan.

Corso Vittorio Emanuele, once swarming with theatres and cinemas, has now become the battleground for Spanish low-cost fashion brands (Zara and Mango above all), along with the Swedish ones (H&M). Having seen the success of the competitors, also the big brands from the US have recently arrived: Abercrombie & Fitch, Gap and Banana Republic (then closed), and the more upmarket Brooks Brothers and Ralph Lauren.

“The busiest street in the city” has also seen the arrival of the French perfume shop Sephora (Lvmh group). The fast-food joint Five Guys has recently opened near Piazza San Carlo. The name comes from the founder Jerry Murrel and his four sons, hence the name “five guys”. According to Forbes, the restaurant chain is the fastest growing in the United States.

The Apple fountain

The new entry in Piazza Liberty is another American name. With the opening of the first Italian Apple store, everything changed. From being an unremarkable place, the square has become the meeting point of many Milanese where to window-shop and admire (and listen to) the new fountain. Meanwhile, the luxury brand Tiffany managed to open in the Piazza Duomo its biggest store in Europe.

The most recent radical change concerns Piazza Cordusio which, from a central tramline junction point, is gradually turning into a major shopping spot in Milan. The change is due to the opening of the world-famous American Starbucks coffee shops, with the inauguration of its third Reserve Roastery in the last few weeks. Meanwhile, Uniqlo has just announced the opening of its first store. The Japanese brand has conquered many countries with its basic style, and now Italy too. The brand will fiercely compete with the other low-cost fashion stores, aiming at becoming the leader within a couple of years.

The Cordusio revolution

Cordusio is destined to become a case study for the Americans. Thanks to the mega Starbucks shop, they managed to give new life to the historical Palazzo Broggi which was built between 1899 and 1901 and known in Milan as the former Poste Italiane building.

The coffee shop took an investment for 20 million euro, and the works lasted one year and a half. Now the store occupies a surface of 2,300 Sq m.

Uniqlo will open just across Starbucks. The Japanese group of the founder Tadashi Tanai will occupy an early-20th-century building owned by Hines Italia and currently under requalification. It will be another megastore with a 1,500 Sq m surface over three storeys offering man, woman and kid clothing.

The bets are now on which new square or historical building will end up in the hands of the big brands. A hint: keep an eye on Via Torino (where Primark will land), Via Orefici and Via Mazzini.

Source: Libero

Translator: Cristina Ambrosi