A new Rinascente Rome
Piazza Fiume
ROME PIAZZA FIUME
2021-2023
Rome
Piazza Fiume
DURING THE 24 MONTHS OF THE REMODELING, THE STORE WILL REMAIN OPEN. 
Rinascente announces the remodelling of its historic store in Rome's Piazza Fiume.
In 2021, the Rinascente Roma Piazza Fiume store turned 60 years old. The celebration was the perfect opportunity to announce the remodeling project of the entire store.

Rinascente confirms its commitment to the area and to urban development, with an ambitious project that will be completed in August 2023. Respect for the city also goes through this type of investment in all our stores, with full respect for the environment and without consuming more land. 

The renovation will be carried out on the exterior of the historic building, on the interior spaces and on the overall brand mix; there will also be distinctive and high-impact architectural elements such as the external lift, the Food Hall with a panoramic view and the garden area. This will give this corner of Rome an important added social and economic value, thanks also to the work that will be done on the pavements in Via Aniene, Via Salaria and Piazza Fiume.

The keys to the success of this project are many:
the people - over 235 people work in the department store
the unique experience of visiting and discovering our store
the service, which is increasingly customised and targeted to the needs of customers
a new brand mix, with over 500 Italian and international brands. 

The building designed by Albini and Helg
Our Rinascente store in Piazza Fiume stands imposingly between two neighbourhoods in the capital's Municipality II: the Pinciano and Salario districts, enhancing the entire area and merging with it, playing an active social and cultural role

Piazza Fiume was built in 1921 to improve the road system in Rome, after the demolition of Porta Salaria; it is located in a strategic area of the city, very close to many points of interest: Via Salaria, Porta Pia, Villa Borghese, Via Veneto, Piazza della Repubblica, Via Nazionale. In this area you can spot buildings from the past and more modern architecture, in perfect harmony. 

With this in mind, Rinascente is reconfirming its commitment to the area with a new renovation project that has just begun.For decades, Rinascente Rome Piazza Fiume, opened in 1961 and designed by one of the masters of Italian Neo-Rationalism, Franco Albini, and Franca Helg, the "Gran Dama of architecture", has been not only one of the best examples of modern architecture that blends perfectly into the city's historic landscape, but also the only building in Italy created specifically to house a large department store
Today, the store welcomes almost 1 million visitors a year.
The renovation project
The remodelling will involve all the spaces, from the shop windows to the Food Hall and all eight floors. The store will be open throughout the entirety of the renovation period
There will be many new features, including: a new lift running vertically across the façade overlooking the garden, designed to directly connect the square surrounding the building to the terrace on the sixth floor; a new sixth floor that includes a work area and which, thanks to a total reorganisation and new architecture, will become an attractive centre for various activities; the garden on the ground floor outside, that will also host a small cafeteria set in the heart of the greenery. 

Rome will thus host two important Rinascente stores: Rome Piazza Fiume will be aligned with the flagship store in Rome Via del Tritone, opened in 2017 and striking for its location, commercial offer and cultural value.
The names of Architecture and Design
Rinascente's challenge to invest in collaborations with big names in Italian and international architecture continues, as confirmed by the opening of the flagship store in Rome Via del Tritone and the renovations of the stores in Turin and Florence. 

The architects and designers involved have the task of creating a dialogue between the city and the store, for a final project of great artistic and conservative value, given the historical importance of the building. 

The names chosen for Rinascente Rome Piazza Fiume are:
DWA Design Studio
Fabbricanove
Ippolito Pestellini Laparelli con studio 2050+
Paolo Lucchetta
studio wok di Marcello Bondavalli, Nicola Brenna e Carlo Alberto Tagliabue
Our Store floor by floor
FLOOR 6
Designed by Ippolito Pestellini Laparelli's 2050+ studio, the floor is entirely dedicated to food. It’s the new destination for local customers, a space with a strong design connotation where they can buy Italian products and excellence, thanks to the wine shop and Food Market. 
The restaurant, managed by Enoteca La Torre, will offer a refined quality cuisine for every moment of the day: whether it be a quick breakfast, a lunch break, an afternoon tea,a drink or a relaxing dinner on the terrace.
The floor will also house the Customer Office.

FLOOR 5 
Entrusted to architect Paolo Lucchetta, known for his work on our stores in Rome Via del Tritone and Turin, the fifth floor will be dedicated to contemporary women and kids, with a rich offer: from clothing to accessories, and toys. On this floor there will also be a beauty booth for personalised and exclusive experiences, organised by the cosmetics brands from the ground floor. 

FLOOR 4
The floor, entrusted to DWA Design Studio and whose works will be completed in June 2021, will host a sophisticated and timeless woman, best expressed in the proposals of brands such as Marella, Max Mara Weekend, Peserico, Polo Ralph Lauren, and new-in brands s such as Gerard Darel and Reiss. Completing the women's offer is a destination lingerie, with brands such as Chantelle and the luxury proposal by Paladini, and a seasonal area with a beachwear&resort focus for the Summer period.

FLOOR 3 
The floor is designed by studio wok by Marcello Bondavalli, Nicola Brenna and Carlo Alberto Tagliabue. This is the perfect destination for a younger customer, attentive to novelties, with a contemporary fashion offer both in ready-to-wear and shoes - the undisputed focus of the plan. RTW will be represented by the corners of brands such as Maje, Pinko, Red Valentino, Sandro and absolute novelties for the store such as Kenzo, Isabel Marant Etoile, MSGM and Versace Jeans Couture, as well as a multi-brand area where, every season, it will be possible to experiment with new brands and collections. The floor is completed by a denim & activewear offer, with brands such as 7 for all mankind, Frame, Levi's and Paige, as well as a beauty bar designed with a personal care service area and a multi-brand area for beauty proposals in line with the latest trends.

FLOOR 2
The second floor is also signed by Paolo Lucchetta. This will be the floor dedicated to men's wear, with a classic offer, already a cornerstone of the current store, reinforced with the addition of an upper-casual proposal and an accessories area. 

FLOOR 1
Designed, like the fourth floor, by DWA Milano, the floor will be dedicated to a contemporary and fashionable men's offer, with a renewed and accessible brand mix. The shoes & trainers area will be the central focus of the floor. There will also be a denim bar, activewear and men's underwear. 

GROUND FLOOR
The ground floor has the distinctive mark of Ippolito Pestellini Laparelli's 2050+ studio. The floor will host the accessories and cosmetics collections, and, outside, the absolute novelty of the garden, an area destined to become the reference point among the Garden Stores in the entire district, whose offer will consist of traditional plants and flowers, designer plants and accessories. The accessories area will include leather goods, eyewear, textile accessories and jewelry, while the cosmetics area, which will welcome customers from the Piazza Fiume entrance, will also feature express beauty services.

BASEMENT
This floor, designed by Florentine studio Fabbricanove, will host the Home&Design and Travel area. The offer dedicated to the home will be enriched with design brands and products: from accessories to home textiles, from tableware and kitchenware to lighting, from hi-tech products to design. There will also be a temporary space dedicated to special visual setups or seasonal events. The NESPRESSO point will also be on this floor.
We look forward to seeing you in our store: we are open 7 days a week, with new proposals and promotional opportunities dedicated to our Rinascentecard customers.
Visit our store
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