La Rinascente (1918) Milanese department store

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La Rinascente, the Milan department store, was established after the First World War and has dramatically promoted Italian design standards. Its name, La Rinascente (Rebirth), was conceived by the Italian poet Gabriele D’Annunzio, a specific resonance in the 1930s when the company also did much to promote the domestic consumption of Italian products under Mussolini in the drive towards national self-sufficiency (autarchy).

Historical Perspective

The store’s name, meaning “rebirth,” was coined by poet Gabriele D’Annunzio in 1917, symbolizing its rejuvenation under new ownership. Over the decades, La Rinascente has collaborated with renowned designers and architects, such as Gio Ponti, to create modern furniture and interiors, reflecting its commitment to design innovation.

Attracted leading designers

After the Second World War, La Rinascente redoubled its efforts to influence Italian consumer taste by commissioning leading designers such as Gio Ponti and Franco Albini to design aesthetic mass-produced goods, highlighting the role of La Rinascente in shaping taste.

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Max Huber designed his corporate logo in 1950 when Swiss designer Albe Steiner worked on La Rinascente graphics between 1950 and 1954. Other subsequently renowned designers were moving through the company to broader recognition. This included the fashion designer Giorgio Armani, a 1957 to 1964 brand buyer. Bruno Munari and Tomás Maldonado served as window show artists, showing the importance of La Rinascente in their careers.

Contributed to design debate

The company participated in critical forums for the design debate, such as the IX Milan Triennale of 1951. Carlo Pagano orchestrated La Rinascente’s contribution. Also, Pagano initiated a product aesthetic exhibition in the store’s furniture department. La Rinascente’s impact on design evolution is evidenced by exhibitions of domestic appliances, lighting, textiles, clothing and other products selected by Alberto Rosselli and Albe Steiner. In 1954, Aldo Borletti took this ‘Good Design’ step further by launching the Compasso d’Oro awards to promote better design standards in Italian manufacturing. Other designers involved with La Rinascente included Roberto Sambonet, a design consultant from 1960, and Bob Noorda, a consultant with the company from 1963 to 1964.

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Sources

Woodham, J. M. (2006). A dictionary of modern design. Oxford University Press. This reference can provide more insights about La Rinascente’s influence in design history.

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