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Blog 1607 Milan Vs Neubau 04

Tortona is the neubau in Milan

In the decades Milan affirmed itself in the collective imaginary as one of the fashion and design capitals in the world and a referenced point for style and elegance as well.

It is in the last years that its cre­ative soul has shaped the map of the city, recre­at­ing dis­tricts, mov­ing places of inter­est and giv­ing real room to that cre­ative­ness that before was cel­e­brat­ed, more than in all oth­er places, in the bet­ter soci­ety cozy rela­tion­ships under the lime­lights of the offi­cial gatherings.

Iso­la, Por­ta Tici­nese, Ven­tu­ra-Lam­brate, are exam­ples of how the dis­tricts have changed their des­ti­na­tion and went along with the trans­for­ma­tion. Design­ers, artists, pho­tog­ra­phers and young archi­tects start­ed to live in those neigh­bor­hoods and have trans­mit­ted in the streets and in the aggre­ga­tion spaces their way of liv­ing and inter­pret­ing the world. Pret­ty big leap from the grey, traf­fic wide city and its faint tones in which I grew, and from which so many youngs want­ed to get away look­ing for the more cre­ative and open-mind­ed Euro­pean cities.

The same Europe that now seeks inspi­ra­tion from Milan where in my opin­ion there are dis­tricts in con­tin­u­ous growth, espe­cial­ly one: Tortona’s area, between Nav­iglio Grande and Solari Street bound­ed by Sant’Agostino’s lim­its and the begin­ning of Por­ta Gen­o­va. This area is expe­ri­enc­ing a pow­er­ful trans­for­ma­tion that makes it much sought-after: it has turned into what Neubau means for Vien­na. The Savona, Tor­tona and Stend­hal streets delin­eate and delim­it a dis­trict which well fits either into the most silky Milan –that of the fash­ion, of the design, of the art shows– and into the more spon­ta­neous Milan -that made of street food, of nightlife and of people’s aggre­ga­tion along the streets.

What makes it appeal­ing is, most of all, its growth process. While Neubau is a dis­trict very much root­ed in Vienna’s his­to­ry, Tor­tona comes from the coun­try­side. It first becomes sub­urbs and then, in the 60s, one of the areas of main activ­i­ty of the Ital­ian indus­try. Ware­hous­es and impres­sive build­ings with sky­lights and bricks-sight still show that. Cur­rent­ly they are reval­u­at­ed by artists, styl­ists and design­ers who have con­vert­ed them into show­rooms, lofts, culture’s spaces. The for­mer hous­ings of work­men are now ate­liers and artis­tic labs. This makes me go crazy, any time I look around I feel like attend­ing a renaissance.

Walk­ing through these streets it’s amus­ing and this reminds me very much the walks one can take along the Spittelberg’s clobbe­stones streets. Every day you can see mod­els with their appoint­ment book. Per­son­ages of both the cul­ture and the show busi­ness who dri­ve bicy­cles to their offices with glazed doors. Styl­ists who take Über to reach their ate­liers. It isn’t a sur­prise the pas­sage of inter­na­tion­al stars in infor­mal dress­es strolling between shops and food kiosks.

Along the ways of the dis­trict, real art­works can be met, inher­i­tance of the crowd­ed Design week and of the thou­sands of artis­tic projects that per­tain to the three key­words of this zone: cre­ative­ness, design and fash­ion. Still a fur­ni­ture muse­um like the sug­ges­tive Hof­mo­bilien­de­pot is miss­ing, but I’m sure that it will be a short step con­sid­er­ing that Fuorisa­lone, that here gets its focus, is today more flag­ship than the same Salone del Mobile. Milano from which it takes origin.

In real­i­ty a sort of dis­trict of the art is already on the way. Very sim­i­lar to the Aus­tri­an Muse­um­sQuarti­er: after the expe­ri­ence of the Fon­dazione Pomodoro in Solari street, the MUDEC of 56, Tor­tona street has become, like the MUMOK, the cru­cial cen­ter of both the con­tem­po­rary art and design. There we go very often for shows and events, some­times free entrance, with the cer­ti­tude there are friends and inter­est­ing movement.

Do you ask me why you should vis­it this dis­trict? It offers cues that cre­ative spir­its need. As to the fash­ion, lot of hand­made prod­ucts bou­tiques where young artists cre­ate suits and unique jew­els reusing fab­rics and oth­er recy­ca­ble mate­ri­als of the 80s. For your alter­na­tive relax there are many places and design cafés where, while appre­ci­at­ing a risot­to or deli meats and a glass of wine, you can read a good book and feel being in Vienna.

26 Jul 2016 · neubau eyewear