150 years after the first opening, in Milan, the second La Rinascente opens in Rome: indeed, it opens Rinascente, without "La", and with a new position in the luxury segment. The shop is in via del Tritone, right in the center between piazza Barberini and Palazzo Chigi, and will be one of the largest in Italy with its 15 square meters: it will join the historic headquarters in Piazza Fiume in the capital and will be increasingly dedicated to the big names in clothing, design, jewelery and cosmetics.
“We are proud to open this department store in Rome – he announces excitedly the CEO of Rinascente Pierluigi Cocchini – a building that has undergone complex renovation work in the last 11 years, 1850 days. The result is in perfect harmony with the context that hosts it. We have valorised the historical and cultural riches of the space. An extraordinary element is in fact the archaeological site that can be visited in the basement which brings to light one of the treasures of Ancient Rome: the Virgin Aqueduct inaugurated by Augustus in 19 BC”.
The investment, adds Cocchini, "cost Mr. Tos Chirathivat (CEO of Central Group, the Thai company that owns Rinascente, who was also present ed.) 200 million euros: 130 for the purchase of the building, 46 for the structure and 24-25 for the furnishings. Another 50 million was spent by the brands that built their stores. In all, 250 million euros were invested”. The store also incorporates a small building from the early 900s called the 'Palazzetto', which on several floors becomes an integral part of the architecture. Another distinctive element is the atrium that crosses all the floors in height, allowing the light to spread. Also found and preserved are a XNUMXth century domus, mosaics, baths and a stretch of the Via Salaria, the road where salt was transported, where, moreover, the other Roman branch of Rinascente is also located. The facade on via del Tritone includes 96 windows and seven showcases and was redesigned by Vincent Van Duysen.
