Outstanding European Placemaking Projects: Galleria Vittorio Emanuele II. Milano, Italy — Location With A ‘Wow Effect’ That Lasted For Generations

The Galleria Vittorio Emanuele II, sometimes nicknamed “Milan’s drawing room,” is an elegant nineteenth-century shopping arcade. Built between 1865 and 1877, it consists of two arcades shaped like a Latin cross covered by a glass and iron dome. The Galleria is located between two of Milan’s main monuments: the Duomo and the Teatro alla Scala.

The Galleria Vittorio Emanuele II contains brands such as Prada, Gucci, Louis Vuitton, and other high-end boutiques. It also houses numerous well-decorated restaurants, including some of Milan’s oldest establishments, such as Café Biffi, founded in 1867. Surprisingly, visitors can also find a McDonald’s in the Gallery. This fastfood restaurant is also beautifully decorated with black columns and gold decorations to blend in with the other establishments.

“For more than 150 years it symbolizes perfectly the objectives of a long-term sustainable and successful asset.

• The design, architecture, material and fit-out is still outstanding and keeps it ’wow-effect’ over generations.
• The location is perfectly chosen between major places (Duomo and Teatro alla Scala) and links these places.
• The branch- and tenant mix combines well-known international brands as well as domestic top-players.
• The usage is ’mixed ’ with retail, hotel, offices, and others, always depending on the customers’ needs.