Emphasizing on “for the city, with the city, in the city”, Rinascente’s every store opens to the public a stage not only for fashion but a theatre full of novelties, unique proposals and events. Each store proposes itself as a great house of brands, to offer a unique experience.
Rinascente in Florence is also called the Store of Craft. On one side, the Cathedral and the bell tower designed by Giotto, on the other Piazza della Signoria. Between them, facing Piazza della Repubblica, is Rinascente’s Florentine store, which has seen a remodelling in 2020, followed by the total opening of the store.
The idea behind each remodelling of a Rinascente store holds much more value than what are first revealed to the eyes, and this stretches back to the etymology of its name. The name Rinascente, which means “she who is reborn”, was invented by the poet Gabriele D’Annunzio in 1917. The author found it “a simple, clear and appropriate name” because it indicated the action of rebirth that would carry into the future. Staying true to the original meaning behind the brand’s name,
Started in September 2018, the work involved all of the retail spaces of the 3,300 sq m building, from the terrace to all six floors, whilst ensuring that the store was always open to the public. The reopening of the ground floor after a two-year period crowned the renovations, embodying the true spirit of the city. From the first step beyond the doors, the store will surprise guests with astonishing craftsmanship, the highest quality materials, and exclusive products.
The ground floor was designed by Marco Costanzi Architects. Four artisan workshops are set up around the perimeters of the floor, dedicated to the four pillars of the city of Florence – and recurring motifs throughout the store. Four themed areas dedicated to everything that completes and gives character to your look: textile accessories, hats, jewellery, sunglasses, bags and small leather goods.
A spotlight of the department store is the beauty hall on floor -1. From iconic fashion houses to the most prominent beauty brands, the floor shows off the fragrance bar, as well as a Beauty Lab. The fourth floor is dedicated to the Craft Gallery, a blend between fashion, accessories and home décor, while on the 5th floor of the store, in a completely reinvented concept, visitors are presented with a new food hall, dedicated to Tuscan agricultural tradition and culture. ToscaNino presents a selection of typical Tuscan products and traditional dishes. But what truly makes the Rinascente terrace in Florence special is the breathtaking view it offers, with a panorama that encompasses the city’s most iconic landmarks.
The department store’s services include the access to the brands’ Rinascentecard Program; National and international deliveries; Tax free service; Currency conversion; Tailor’s; Orders from catalogues; Beauty consultancy; “Personal Shopper” and Click&Collect.
The highlight for dedicated guests is the Rinascentecard program, which is based on 4 levels: starter, runneR, loveR and heRo, according to your annual in-store, online and On demand shopping. Each level has dedicated benefits with a mix of promotions, events and services.
Holding a Rinascentecard has also many other valuable benefits, such as access to the “Personal Shopper” service. Guests must login to book. When booking they can choose the focus of their consultation from among: ready-to-wear, shoes & accessories; beauty & fragrances; home & design; food market and wine shop. The offers and products that the personal shopper chooses will be specifically for each guest: They will have two hours to try them on, mix and match items, and receive advice and support from the staff.
Why it is worth making a visit: With the department store chain’s origins going back to the late 1800s, the brand has managed to continuously accumulate the trust of its guests. The number of its stores and its focus on Italy proved that highlighting the traditional craftsmanship of the region, and staying true to its roots can bring out the most exclusive customer experience to commemorate the long heritage of Rinascente’s products. Further accentuating its offering with the addition of food halls, the brand successfully communicates its exclusive in-store experience for its expanding customer base. In particular, the store in Florence has been a jewel of the brand in recent years, matching, if not surpassing, its flagship counterparts in Milano and Rome, when it comes to reinventing the shopping- and individually-tailored guest experience.
Store address:
Rinascente – Firenze Piazza della Repubblica
Piazza della Repubblica, 50123, Florence, Italy
