In the year that celebrates the 60 that has passed since its opening, the historic Rinascente store in Piazza Fiume in Rome, in the northern area of the city, presents the start of the renovation and renovation works that will lead it by August 2023 to become a new symbolic address for the capital and for the department store group
«It will be a different shop from the one in via del Tritone, it will continue to be more linked to the residents – explains Pierluigi Cocchini, at Rinascente -. This one in Piazza Fiume was the largest investment in Rinascente’s long history up to the Milan Duomo and Roma Tritone stores, costing 250 million and completed in 2017. Now we are ready to make it central again both in the city and in our portfolio of stores. “.
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The interventions and the focus on food
The building, owned by Prelios Sgr, was designed by Franco Albini and Franca Helg, and the Albini Foundation was the first interlocutor to define the renovation project, aimed at maintaining the innovative style of the building: “We will clean the facade, characterized by panels in a special material invented by Albini, we will add an external lift, the garden space will be revalued and we will peel the roof to accommodate the restaurant overlooking the square », adds the CEO. Food will be the new focus of the store, thanks to a collaboration with Enoteca La Torre, with a store dedicated to Italian excellence and a restaurant that will remain open even beyond the opening hours of the store: “The area is a hub of very innovative and creative, we want to be there too with our proposal – says Cocchini -. Expectations are important: before the restyling the shop’s restaurant invoiced a maximum of 500 thousand euros a year, we expect to reach at least 3 million “.
It will also focus on cosmetics and footwear
In addition to food, Rinascente Piazza Fiume will also have a very important focus on cosmetics, with the Annex concept which after Milan also arrives in Rome: “There will not be only the big names, but we will give a lot of space to emerging niche brands, cruelty free and with organic ingredients – continues Cocchini -. Then there will be a strong focus on footwear, for men and women. We will offer about 500 brands, both made in Italy and international “.
Exteriors and three floors completed by the end of the year
The investment is 37 million euros, of which 23 from Prelios, 9 from Rinascente and 5 from partner brands, “a figure that will probably rise,” said Cocchini. The works will be completed by August 2023. “The shop will never close during construction, which has already started a month ago, and by the end of this year we will complete the exteriors and open three floors”. When fully operational, the store will employ 30-50 people more than the 235 present today, above all thanks to the expansion of the food offer.