Shopping at Its best

by Danilo Brunetti

For your Christmas shopping a few steps away from the Trevi fountain and the Spanish steps head to the Rinascente store

A century and a half ago, Italian department store Rinascente first opened its doors, initially in Milan then across Italy, with stores taking up residence in historic palaces in major cities.
A second flagship store opened in the heart of Rome on October 2017, just steps from the Trevi Fountain and Piazza di Spagna. The inauguration of this fashion legend coincided with the milestone of nearly 150 years of activity, and exactly 100 years since the celebrated poet Gabriele D’Annunzio coined the name of the store, which literally means “renascent,”or in the process of being reborn.

This prestigious department store offers a selection of the finest products in fashion, accessories, beauty care, home décor, design, and food, providing a wide choice of 800 upscale brands, all offering the very best of Italian and international production. After a painstaking restoration of the historic building on Via Tritone, an exciting archeological discovery was made: a well-pre- served section of the Aqua Virgo aqueduct inaugurated by Emperor Augustus in 19 BC, which can be seen in the basement. The department store also incorporates a smaller building—erected in the early 1900s and known as the “Palazzetto”—literally inside of it, an authentic “building within a building” that adds a fascinating element to the store’s architecture.

Another defining architectural element is the cavaedium, an ancient-style central courtyard that brings light and splendor to every floor. The basement is home to the Design Supermarket, offering innovative and trendsetting brands in home décor, proposals for the dining table and kitchen, fabrics, leather goods and luggage, lighting, and technological gadgetry. This is where you can also admire the ruins of the Aqua Virgo aqueduct in a special exhibition space, allowing you to combine a shopping trip with a cultural outing. The tax-free lounge and customer service desk are also located here.

Every floor is a new treasure trove of products to discover, from jewelry, watches, sunglasses, and accessories on the ground floor, to cosmetics, fragrances, and lingerie on the first floor up. Men’s fashion, footwear, accessories, and underwear are located on levels two and three, and women’s fashions, luxury ready-to-wear, designer shoes, denim, and athletic footwear on four and five.
Last but not least, the 6th and 7th floors host the food hall, restaurants, food market, café, lounge bar, and panoramic terrace. The gourmet food hall, the first of its kind in the Eternal City, is now firmrly established as “the place to be” in Rome, both for tourists and residents, offering vastly different dining options, all with a glorious view over the roof- tops of Rome. Restaurants include the Feudi di San Gregorio winery, Michelin-starred chef Riccardo Di Giacinto’s MadeITerraneo, Temakinho, serving a delightful combination of Brazilian and Japanese cuisines, and ViVi Bistrot, offering dishes made entirely with natural and organic ingredients.

Try the exclusive On Demand Service: a personal shopper who finds your favorite product in store and delivers it directly to your hotel. Now available also on WeChat.
Tel 3440081600. –
Via del Tritone, 61/Via dei Due Macelli, 23. Tel 06879161. Mon–Sun, 10am–11pm. Store: Piazza Fiume. Tel 068841231. Mon–Fri, 9:30am–9pm; Sat, 9:30am– 9:30pm; Sun, 10am–9pm.