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Two pocket and smart guides to discover the neighborhoods

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Agile, pocket-sized and smart. These are the two guides dedicated to “Isola” and “Porta Romana”, two Milanese neighborhoods as well as the first titles in the “Vita di Quartiere” series created by American Express and Lonely Planet Magazine together with the Municipality of Milan. A light format to present curiosities, history, culture, clubs, anecdotes of these areas. The aim of the series is the revitalization of local communities and the enhancement of neighborhoods throughout Italy, which in the last year due to the pandemic we have had the opportunity to rediscover, by attending the local shops and outdoor places: a an experience that has opened new perspectives on the city, on how it must be conceived, designed and lived. The project is part of American Express’s “Small shop campaign”, which aims to support small businesses by encouraging local consumption, telling a new way of experiencing neighborhoods and the tendency to rediscover activities close to home to support them with their purchases. A trend, as confirmed by the survey commissioned by American Express to Nielse, which shows that living in the neighborhood is now a consolidated habit for 64% of Italian consumers, who will continue to make proximity purchases (87%) with the will to support small commercial realities (76%). Two guides are already available for Rome too. Here the choice fell on Trastevere and San Giovanni e Monti. The guides in e-book format can be downloaded from: www.americanexpress.com/it/campaigns/shopsmall/guide.html.


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