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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 Uber 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