The latest department store in Italy's capital, Rinascente took 11 years to build, attesting to the truth of the saying that Rome wasn't built in a day.
The delay was all purely for architectural reasons. The new Rinascente building in Rome was once situated on an archaeological site with age-old historical monuments like a small early 20th-century building called the Palazzetto -- Italian for "Little Palace" -- as well as the ancient Aqua Virgo aqueduct, the main water source of Rome, dating back to 19 BC. So when the renovation got under way after it was acquired by a new owner, instead of tearing down all those old creations and making way for the new shopping complex, they decided to work with the local Fine Arts authorities to preserve the historical Roman heritage. The planning and the permission-acquisition took time, not to mention the construction, wherein a larger building was built over the Palazzetto, now also known as a "building inside a building" -- the focal point of today's Rinascente.
Having celebrated its 150th anniversary in 2015, Rinascente is in fact a collection of department stores, with 11 malls altogether in its chain scattered throughout Italy. The store was first named La Rinascente when it was founded in 1865. In 2011, Thailand-based Central Group took over all the Rinascente businesses and shortened its name to just Rinascente. This latest one in Rome opened its doors to the public in October of last year, making it the second Rinascente in the Italian capital.
Earlier this week, Rinascente Rome, led by Supatra Chirathivat, executive vice-president of the Office of Policy Management for Corporate Relations and CSR, announced its partnership with Thai Airways, whose Bangkok-Italy route is celebrating its 44th anniversary this year. The celebration, which took place at Madeiterraneo restaurant on Renaissance's rooftop, was attended by executive members of Central Group and Thai Airways, distinguished guests and travel agents, as well as over 30 members of the Thai and local media.
The 150-year-old Rinascente and the Central Group, according to Supatra, shares quite a similar background -- both are family-owned retail businesses that run luxury department stores, for example. So when Central Group got a heads-up that Rinascente was selling its business empire, the Thai retail giant did not hesitate to gear up.
The central court, or cavaedium, where natural light can pass through from the top, is one of the best spots in the department store. Marco Beck Peccoz
"Central Group has been running businesses and has had networks with our trading partners in Europe since we started [our business in Thailand] 72 years back. So in 2011 when we heard that Rinascente was selling its business, we thought it was a proper timing to diversify," said Supatra.
Adriano Baffi, Rinascente sales director, said the uniqueness of Rinascente Rome is in the way it harmoniously combines contemporary design and century-old historical elements.
"All our [Rinascente] stores in Italy are different because they are in different cities. Milan, for example, is a capital of design and business while Rome is the city of art and culture. So the way we do the store is also different. Here in Rome we have [preserved] the aqueduct, for instance, or organise events that link to the city's history. It is important that every store becomes part of the city," said Baffi.
Rinascente Rome is a piece of art in itself. Each different floor of the shopping mall is designed by different designers and architects with the use of different materials to give customers different shopping experiences and ambiences that best suit the products shelved on each storey.
The central court, or cavaedium, makes Rinascente Rome stand out from other department stores because it allows for natural light, which doesn't exist elsewhere in the city. The central hall's façade, featuring 96 square bronze windows, was conceived by Belgium designer Vincent Van Duysen, who was named Designer of the Year at Biennale Interior, 50-year-old Belgium's leading design event, in 2016.
A pride of Rinascente lies at the basement's aqueduct, the Roman ruin that dated back to 19 BC. The aqueduct once functioned as a water pathway, a major water source in Rome. With 21km in length, the aqueduct started from the north of Rome and ran to the city centre, transporting 13,000 litres of water all at the same time to keep the city going. Here at Rinascente's basement, the 50m wall of the aqueduct and 10 arches were preserved instead of being demolished during the renovation, giving the store a touch of the past. Juxtaposed to the ancient aqueduct, a café is located just a few steps away, as well as a rotating exhibition area featuring contemporary works of art.
The incorporation of the ancient Roman aqueduct within the store is an example of how Rinascente balances the old and new. But the contemporary ambience can still be seen in other areas. The Design Supermarket, featuring trendsetting brands in home decor, kitchenware, stationery, photo and lighting, to name only a few, has an atmosphere created by pastel colours that help set off the products on display in a brighter hue.
Men's floors, designed by Universal Design Studio reflect inspiration from 20th-century Rome's metropolitan architecture. The design of the product displays pay homage to architect Franco Albini, who designed Rome's first Rinascente store, which opened in Piazza Fiume in 1960.
These are just examples of the eye-catching design elements of Rinascente Rome, where visits to the shopping mall will yield more than what meets the eyes. "First of all we just want visitors," added Baffi. "Then visitors can be customers."
After Central Group took over the Rinascente in Rome, the revenue has grown by around 10%, according to Supatra. The highest number of customers are Chinese, followed by the Russian and American. The Chinese's favourite brand? Of course it's Gucci.
"This is not just a business that we are operating here," concluded Supatra. "We are also promoting Thailand. And there are plans in the future to bring Thai products here so that people will get to know more about our country."
Rinascente is located on Via Del Tritone Street in Rome, Italy. It is within walking distance to Rome's most iconic tourist spots, the Trevi Fountain and the Spanish Steps. Open daily from 9.30am to 11pm. Thais and foreigners holding a Thai Airways boarding pass get a 10% discount at the store. The 1 Card holders also earn points at the department store.
