Milan is Italy’s most dynamic and cosmopolitan city where all new trends and novelties emerge. It has 3 million inhabitants, including the hinterland, and welcomes around 5 million tourists every year;
As the country’s economic capital, Milan has benefitted from a series of major regeneration projects, transforming the face of the city and relaunching its image internationally: 11 major regeneration projects in the last 10 years;
In 2004, CityLife won a pitch for the requalification of the historic fairground district in Milan. In need of an ambitious and professional partner to study and help develop a new, unique and forward-looking shopping area to complete its project, Generali turned to Sonae Sierra. The Shopping Area not only had to capture the heart and soul of the city and its traditions, but it also had to stand out from its competitors, in particular the historical city centre shopping area, and become one of the landmarks of the city.
Sonae Sierra with its extensive experience and innovative approach presented a unique proposal for CityLife’s project:
An innovative Shopping District with a unique tenant mix dedicated to a continuously evolving city;
Premium positioning aiming to satisfy the diversified target;
A carefully studied tenant mix featuring new brands seen for the first time in Milan and Italy.