Office for Metropolitan Architecture (OMA) is a leading international partnership practicing architecture, urbanism, and cultural analysis. OMA's buildings and masterplans around the world insist on intelligent forms while inventing new possibilities for content and everyday use. OMA is led by ten partners – Rem Koolhaas, Ellen van Loon, Reinier de Graaf, Shohei Shigematsu, Iyad Alsaka, D...read more
lR100-Rinascente: Stories of Innovation by OMA. Photograph © Agostino Osio, Courtesy of OMA
100 years in the name of La Rinascente. From 24 May to 24 September, Milan celebrates a century of history in Italy's most elegant department stores. A story of costume, culture and passion, told in the halls of the Royal Palace with the exhibition LR100 - RINASCENTE · Stories of Innovation. Exhibited in the Appartamento del Príncipe an exceptional variety and amount of artwork, graphics, design objects, images and unpublished contributions.
To mark the 100th anniversary, la Rinascente, together with the Milan City Council and Palazzo Reale present the exhibition lR100-Rinascente: Stories of Innovation. Designed by OMA/AMO, the exhibition celebrates the department store’s century long creative history.
The exhibition designed by OMA/AMO was envisioned as a living archive and was articulated on a thematic route dedicated to the areas in which the company demonstrated an extraordinary design and realization capacity: the history of Rinascente from 1865 to the present; Marcello Dudovich and the birth of the billboards; Cinema and video; Catalogs and house organ; New communication and new graphics from the 1950s onwards; Fittings and events; New consumption; Costume and fashion with the revolution of the prêt-à-porter; Rinascente design center; The birth of the Golden Compass (1954-1964); The future scenario.