Rinascente opens beauty hall in the former Odeon cinema in Milan

A 40 million euro investment to change the face of Milan's Odeon cinema and create the largest beauty hall in Europe. This is the plan of the Rinascente group, which opts for expansion in the Milan square, characterised by a very high demand for shopping space and a limited supply, especially in the central streets where the luxury segment is concentrated.

"We have decided to expand the commercial activity next to the building in Milan," says group CEO Pierluigi Cocchini. "Here we will create a space of over 3,000 square metres in addition to the 22,000 in Piazza Duomo, concentrating the sale of beauty products, but enriching the building with cabins dedicated to beauty treatments, an advanced beauty clinic, and a multifunctional display area. Odeon Beauty Hall will be an experiential hub, a destination characterised by the presence of over 300 brands in the make-up, skincare, fragrance and beauty bar sectors. To complete the beauty hall, 700 square metres dedicated to the food area".

Cocchini emphasises the work done with the Sovrintendenza, to which the Odeon is bound, to maintain the historicity of this iconic building that was first a theatre in the early 20th century and then a cinema for the Milanese. The marble, the lighting and the impact at the entrance with the majestic ceilings will remain. "The Odeon will become an open space, characterised by a unique architecture," continues Cocchini. "Our choice changes the balance of the district in which la Rinascente is inserted. The pedestrian perimeter on Santa Radegonda will have a connection with the Odeon. Not only that. Even on Via Agnello, where until now there have been exits, entrances will be opened'.

The Odeon is a place of history and charm for the city of Milan, so the company emphasises. The choice also has an important effect on the main building, which will be redesigned on the ground floor and mezzanine. "When the beauty area, which is now located right at the entrance on the ground floor of the department store, has moved - the timetable envisages an opening in May 2027 - we will change the offer of this area and the mezzanine, enriching it in terms of accessories, jewellery and watches," Cocchini emphasises. We are talking about further investments of some ten million euro.

Owner of the Odeon today is Kryalos Sgr through the Apollo fund. The company led by Paolo Bottelli wants to keep the cinema on the -1 floor operational with 4 or 5 screens open. The operation to create these innovative spaces dedicated to beauty, which currently involves a 20-year lease, has been entrusted to architect Marco Costanzi, who has worked with the group at various times in Italy and Europe.