Brera, a “classic reloaded” district

Our tour of Milan’s virtuous districts starts today! Yes, we’d love to take you on a virtual journey to explore the magical spots of Milan. “Talking about the history of Jamaica is talking about the story of Brera, of Milan, of the Italian art of the last century.” These words stand out on the home page of the website of the legendary bar that is the historical memory of this wonderful district of Milan: “classic reloaded” because it is home to a retail that is “classic with a twist”, which relies on tradition, long-established know-how and the heritage of values associated with a brand of excellence, renewed through contemporary taste and new technologies.

Already home to the Pinacoteca and the Academy of Fine Arts, the district has always been a place of art galleries and the base of the most prestigious design firms (Moroso, Edra, Magis, Agape), and until now could hardly be imagined as a real single-brand “district”.

After the opening in 2010 of the Marc by Marc Jacobs store (the only one in Italy) and the success of the multi-brand store Antonia (and Antonia for men), however, the whole area has seen a considerable increase in interest from prestigious brands that have chosen this location to open flagship stores for their second lines or for accessories. This is the case of Gucci Men (inside a building right in front of the Pinacoteca, which may become the brand’s headquarters) and Brooks Brothers with its “FlatIron” line.

These openings have been followed by the single-brand stores of other companies that are well known in Italy although less global: Patrizia Pepe, Slowear, Sergio Rossi and Fix Design, a sign of renewed interest in this area of Milan and of the redefinition of the district as an alternative to the “Quadrilatero”, of which Brera would be the more affordable version.