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31/03/2022 | ARCHITECTURE

THE METAMORPHOSIS OF VIA TORTONA

One opening, one project. Once again, the Tortona District in Milan is looking ahead. Thanks to Luxottica and Armani. 

Those who remember how via Tortona once looked, from the point where it crossed with via Bergognone where today's Piazza delle Culture is, until its outer ring road, understand how much it has changed since then. With its two hubs, Superstudio 13 in via Forcella (opened in 1983) and Superstudio Più in via Tortona (opened in 2000) Superstudio has brought back to the area design, fashion, art, and communication, which have gradually occupied old laboratories and factories in decay, such as the big Post Office Building (now Deloitte) and the former Ansaldo (now Base). The very multifunctional cultural center at the Base began its transformation through the intervention of Gisella Borioli, who was a member of the Strategic Council at the time. This was created by Letizia Moratti, who suggested and led the passage to its new function as a street for creativity.
  The project of the Mudec, the Museum of Cultures, the construction of which ended in 2015, dates back to 2000. In that same year, Superstudio Più was founded in the former General Electric space.
We are eager to welcome soon Luxottica's large and elegant black-glassed building at the end of the Tortona District, which retains the external façade of the industry, thus ending the modernisation of the area.
  Giorgio Armani, another key figure in the regeneration of the area through the reconstruction of the entire avenue in front of his locations in Via Bergognone, the Armani Silos museum, and the Armani Theatre, as part of his activity, is expanding his headquarters by buying the red building on the square now owned by Deloitte. There's a reasonable chance it won't be red anymore; who knows for sure. 
  Tortona is a street which deserves to become the symbol of an entire neighbourhood: the Tortona (fashion and design) District is actually a case study explored at university and an example for other cities in the world to follow. Moreover, la Scala's labs move to via Rubattino will then open up new possibilities.

We are excited about all of it: indeed, we first envisioned the potential of this dismantled post-industrial neighbourhood and invested in it by bringing our creativity to the area, over 40 years ago.

Deloitte is located in via Tortona, just after Piazza delle Culture, where once there was the Post Office Building.
The Art Garden of Superstudio Più in via Tortona 27 in a photo in 2004
Armani Silos, Giorgio Armani's museum, is located in via Bergognone 40
Mudec, the Museum of Cultures, a project by David Chipperfield

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