(Alternatively, PORTA GENOVA METRO STOP – M2 line green)
Nigel, the character played by Stanley Tucci in the film “The Devil wears Prada”, uses these words to explain to the imperturbable main character (Andy – Anne Hathaway) the deepest meaning of fashion.
The TORTONA AREA is the permanent centre of creativity of the city and the intellectual hub of design. When on tram 14 you have to get off at Piazza del Rosario, by the church of the same name, and head towards Largo delle Culture (via Bergognone) where you can also find the beautiful courtyard of the Base area building.
If you are on the metro (M2 PORTA GENOVA), once out of the station (a construction that will take you back to the early 20th century) you will have to cross the walkway on the left, named "Biki" and dedicated to the Milanese designer Elvira Leonardi Bouyeure, who designed clothes for a number of beautiful women, including Maria Callas.
From whichever direction you arrive, you will find a street with little traffic and a decadent, bohemian and romantic atmosphere. You may wonder if you really are in Milano, or in a parallel world, where pastry shops and local artisans are dispersed among the premises of major Italian and foreign fashion and design brands. Elegance walks these streets: the models of the ateliers, the employees of the large consulting companies that are based here, even the most alternative types wear a more than usual studied look.
Halfway around, the clean geometries of the factory meet the class of Giorgio Armani, the great designer who knew from the start how to merge his personal style with the world of cinema and advertising and conquered the international jet set and even the Far East. In via Bergognone 40 you can visit Armani/Silos,
a museum that collects a selection of his creations, constantly updated. From February 22 until January 10, 2021, on the ground floor of the building, you can visit the exhibition "Heimat. A sense of Belonging", dedicated to the work of the late Peter Lindbergh.
Social and urban innovation mingle in the context of the Base, located between via Bergognone and via Tortona. Inside and outside the walls of the former Ansaldo factory, between workshops, co-working spaces and the futuristic MUDEC
(Museum of Cultures). On the occasion of ApritiModa don't miss visiting the Teatro alla Scala Workshops, where you can live the experience of walking a few meters away from the gigantic production sets. Reservations are required.
If you stroll along the length of via Tortona, you will come across the venues of the Fuori Salone, up to the architectural complex Tortona 37, a location designed by the architect Thun, characterized by clean lines and chosen by many fashion houses as well as by Fondazione Gianfranco Ferrè.
If you prefer to explore the parallel streets you will end up in via Savona. This street, which has been subjected to recent and deep requalification, is suitable to accommodate the more indie and genuine spirit of the new Quadrilatero della Moda.