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The Odeon of the future

The restyling of the historic Milanese space is starting: Odeon will become a new international retail destination.

 

Milan, 16 November 2021 - A flexible space, built in 1803 as a theatre and transformed over the years, from a thermal power station (1880) to a cinema (1929), until it became  the first multiplex in Milan in 1986.

Today, Odeon — a historic symbol of the city in via Santa Radegonda and via Agnello — is reviving its earlier vocation thanks to the restyling designed by Progetto CMR for the Aedison Fund, managed by DEA Capital Real Estate SGR, which owns the building. The project team also includes the advisor Realty Partners and the real estate businesses Italy Sotheby’s International Realty and Colliers International Italia.

The Odeon of the future, scheduled to be delivered in 2024, will become an  innovative space, an experiential hub where  The Space cinema which rooms will be relocated in the underground as integrant part of the project, will be upgraded by what can already be defined as Milan’s new est retail destination: 5,000 square metres revolutionising  the structure  of the city centre and mark the restart of the sector.

“In recent years, many of Milan's historic cinemas have been restyled, keeping their original charm intact through skilful refits linked to the retail world, becoming truly iconic places conveying the brand value to people. This was for example the case with the Cinema Corso, the Apollo, the Excelsior and the Astra. The new design of the Odeon spaces, available for rent and for consideration by international brands, will certainly bring a great name of contemporary retail lifestyle to the centre of Milan, that is to say a key player of the world of fashion, tech, automotive or entertainment,"  explained  Sabrina Longhi, Head of High Street Retail for Italy Sotheby's International Realty, and Niccolò Suardi, Head of High Street Retail for Colliers International Italia.

The Odeon of the future will offer a large range of entertaining activities, from retail, to restaurants and offices, in line with the polycentric dimension of the “Old” Odeon, where theatre, cinema, tea room, pub, ballroom and restaurant coexisted. The space will be innovative, in step with the times, where shopping will be part of a unique and inclusive experience.

The aim of the challenge  won by the restyling project was to preserve the Odeon’s architectural qualities in compliance with regulatory constraints. The entrance foyer, with its polychrome marble floor, the main staircase leading to the ground floor and the historic room on the ground floor will therefore remain the same as a symbol of the structure, and integrated into the new space as presented to the potential clients.

“The aim of the project was to transform the existing building by balancing the architectural constraints with today’s needs and technology, especially those related to sustainability. The best possible combination between the history of the property and a new role in a contemporary and evolving city like Milan was thought out ; we are sure that the people of Milan, who are so fond of this area in the historic centre, will be the first to be amazed by the final result," says Renzo Misitano, Executive Director Real Estate Development of DeA Capital Real Estate SGR.

The building, which made the history of entertainment in Milan, is thus being projected into the future, and transformed to follow the changes of a constantly evolving metropolis, creating  a new retail route that reconnects  Piazza della Scala and Piazza Liberty through the Odeon. The aim of the new opening is the redesign of the space:   the  cinema’s original safety exits will become new sources of light and new showcases offering a direct access from the city streets.

The entire structure is actually located in the heart of the city, between the luxury shopping venues (such as Galleria Vittorio Emanuele and the fashion district), the areas including technology stores (Piazza del Liberty and Corso Matteotti) and tourist sites such as the Duomo, the Teatro alla Scala and the Castello Sforzesco.

odeonmilano.com

Press Office and Communications ‒ DeA Capital,
Marco Scopigno, marco.scopigno@deacapital.com ,
Tel. +39 06 68163206 / +39 348 0173826
Communications and press office ‒ DeA Capital Real Estate SGR
Beatrice Mori, beatrice.mori@deacapital.com 
T. +39 06 681631

Press Office and Media Relations ‒ Italy Sotheby’s International Realty
AFF COMUNICAZIONE
Corso Monforte 16, Milan
Alessia Fattori Franchini
Sara Bosco
press@affcomunicazione.it
Tel: + 39 02 36631254
www.alessiafattorifranchini.com

Press Office ‒ Colliers  
Barabino & Partners
Federico Vercellino
E-Mail: f.vercellino@barabino.it
Tel.: +39 02/72.02.35.35
Mob.: +39 331 5745171

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