In the last 10 years Milan has been changing a lot, becoming a European example of modern architecture. In fact, many national and international archistars have contributed to the urban development designing new buildings and entire neighborhoods, like Porta Nuova Business District (with the Unicredit Tower by Cesar Pelli, the Vertical Forest by Stefano Boeri and Palazzo della Regione by Ieoh Ming Pei), Citylife residential and business district (Zaha Hadid, Arata Isozaki, Daniel Libeskind), the new Università Bocconi all’Ansaldo building (Grafton Architect) and the Nuovo Museo Fondazione Prada for Contemporary Art (Rem Koolhaas).
Stressing the ideas of progress and modernity, it seems like the world is starting to forget about the cultural heritage of Milan, that is not only the largest industrial and financial center of Italy, but also a city full of history and to be discovered, made of unexpected courtyards and other hidden pearls.
Beautiful example of the Old Milan is the district of Brera. Located in the historical core of the city, it is centered on Brera street. Main attractions are the Brera Academy of Fine Arts and the Pinacoteca di Brera, one of the world’s major art collections, which prominently contributed to the development of the district as the artists’ neighborhood characterized by a bohemian atmosphere and once considered as “the milanese Montmartre”.
With its tiny narrow streets made of cobblestones, Brera is a real bijoux in the heart of the chaotic metropolis of Milan.
Nowadays become the center of luxury shopping, despite the opening of many restaurants, cafés, nightclubs, this area still keeps some of its original bohemian beauty with its small eccentric boutiques, antiques and arts stores, colorful markets and fortune tellers. To get lost its tiny narrow streets made at night, walking in front of centuries-old churches like Santa Maria del Carmine‘s, it’s not difficult to imagine that Little Bohemia once attracting avant-garde painters and writers.
Opened in the 1911, Bar Jamaica soon became known as the “artistic coffee shop”, meeting point of the milanese creative elite (to mention a few, the artists Lucio Fontana and Piero Manzoni and poets Giuseppe Ungaretti e Salvatore Quasimodo).
It was here that, in 1967, Pino Rabolini came up with the idea of launching the infamous jewelry group Pomellato starting a new revolution. Influenced by the creative environment and social revolution of the time, his iconic, colorful and totally unconventional jewels started to represent a new independent, self confident and sensual woman.
The new face of the brand is the actress, producer and activist Salma Hayek, married to Kering CEO François-Henri Pinault. Kering acquired Pomellato in 2013. During Milan Fashion Week a Vogue special event at 10 Corso Como celebrated the new campaign shot by Mert Alas and Marcus Piggott in Los Angeles.
“A Pomellato jewel has the character and power to enhance a woman’s personality,” said Hayek, who has favored the brand for red carpet and social appearances. “It allows her to reinvent herself every time she wears it.” “With Salma, Pomellato is living a new adventure and a beautiful transformation while remaining true to its origins,” said the brand’s chief executive officer Andrea Morante.
49 years after its foundation, during the Milan Fashion Week, Pomellato chose Brera to present the new Nudo, Capri, Tango and Sabbia Collections.
On February 26th special guests came together at Bar Jamaica to celebrate the brand. Fashion influencers Anna Dello Russo, Carine Roitfeld, Vanessa Friedman, Robert Rabensteiner, Robbie Myers and Jonathan Newhouse were present.
Models wore splendid creations in 4 theatrical vignettes. The cozy atmosphere took the guests back to the colorful world of the late ’60s. The nostalgic yet contemporary vibe was perfectly in line with Pomellato‘s DNA, fresh and modern but always true to its heritage.
C: Pomellato.com; Vogue.com; PalazzoParigi.com; Fascinointellettuali.larionews.com; Vecchiamilano.wordpress.com