(Alternatively, PORTA GENOVA METRO STOP – M2 line green)
“LAGERFELD, DE LA RENTA…WHAT THEY MADE, WHAT THEY CREATED, WAS MORE CREATIVE THAN LIFE”
Nigel, the character played by Stanley Tucci in the film “The Devil wears Prada”, explains with these words to the imperturbable protagonist (Andy – Anne Hathaway) the deepest meaning of fashion.
TORTONA AREA is the permanent centre of creativity of the city and the intellectual hub of design. If you are on tram 14 you have to get off at Piazza del Rosario, adjacent to 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.
If you have taken the metro (green line, stop Porta Genova) once out of the station (a construction that will bring you back to a picture of beginning ‘900) you will have to cross the walkway named "Biki", dedicated to the Milanese designer Elvira Leonardi Bouyeure, who - among other beautiful women - dressed Callas.
From whichever direction you arrive, you will find a street with little traffic and a decadent, bohémienne and romantic atmosphere. You may wonder if you really are in Milano, or in a parallel world, where pastry shops and local artisans alternate the entrances to the offices of major Italian and foreign fashion and design brands. In these streets walks elegance: the models of the ateliér, the employees of the large consulting companies that are based here, even the most alternative people wear a more studied look than usual.
Halfway around, the clean geometries of the factory meet the class of Giorgio Armani, the great designer who knew how to merge his personal style with the world of cinema and advertising, arriving to conquer 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 August 4, on the ground floor of the building, you can visit the exhibition "Heimat. A sense of Belonging", dedicated to the work of the great photographer Peter Lindbergh, recently deceased.
Social and urban innovation are combined in the context of the Base, located between via Bergognone and via Tortona. Inside and outside the walls of the former Ansaldo factory moves the flow of young creatives' ideas between laboratories, coworking spaces and the futuristic MUDEC. On the occasion of "ApritiModa" don't miss the visit to the Teatro alla Scala Laboratories, where you can live the experience of walking suspended a few meters from the gigantic sets in production.
If you stroll along via Tortona in length, you will come across the venues of the Fuori Salone, up to the architectural complex Tortona 37, location designed by architect Thun, characterized by clean lines and chosen by many fashion houses and by Fondazione Gianfranco Ferrè.
If you prefer to move in parallel, you will find via Savona. This road, which has been subjected to a deep and recent requalification, is suitable to accommodate the more “indie” and genuine spirit of the new "Quadrilatero della Moda".