What: Rinascente is investing 40 million euros to transform a historic cinema hall in Milan into a new beauty destination, expanding its beauty offerings significantly.

Why it is important: This ambitious project aims to strengthen Rinascente's position in the beauty market, attract millions of visitors, and increase sales, while preserving the cultural heritage of the location.

Rinascente, the Italian department store, is set to transform a historic cinema hall adjacent to its Duomo location in Milan into a premier beauty destination. With a total investment of 40 million euros, the "Rinascente Odeon Beauty Hall" will open by May 2027. This new space will consolidate and expand Rinascente's beauty offerings by housing over 300 brands across makeup, skincare, and fragrances. The venue will also feature makeup stations and advanced beauty treatments curated by brands, enhancing the experiential aspect of shopping.

The transformation involves revamping the former cinema halls, known locally as "Odeon," which have been a cultural landmark for decades. The project respects the original 1930s design while incorporating modern elements. Architect Marco Costanzi is tasked with maintaining the historical integrity of the building while introducing contemporary features. Part of the space will continue to operate as movie halls, and an extensive food area will be added to enhance the customer experience.

Rinascente anticipates that the new beauty hub will attract 3 million visitors in its first year and boost beauty sales from 50 million euros to 80 million euros initially, with a long-term target of up to 140 million euros. The retailer is targeting Millennial and Gen Z customers, who are increasingly significant in their customer base. Additionally, the project will have a domino effect on Rinascente's main building, allowing for an expansion of accessories, watches, and jewelry categories.

Overall, this initiative not only aims to strengthen Rinascente's market position but also enhances Milan's status as a luxury retail destination while preserving its cultural heritage.

Rinascente's bold move into beauty retail