In the heart of Milanoa stone’s throw from the Duomothere is a building that has been defined “cursed“. The precedents are not on his side: numerous chains have closed their doors after having inaugurated a store in this building. Among them are big brands such as Standa, Fnac, Trony and Billa. Now, however, there is another chain ready to challenge the “curse”: it is Primark.
Primark opens in the center of Milan
After having inaugurated some stores outside Milan, such as al Center of Arese and al Cornflower of Rozzanoa new outlet of the Irish chain of low cost clothing and accessories is ready to conquer the Milanese city. Primark chose the palace of via Torino 45corner via Palla, to inaugurate the multi-storey store of low cost clothing and accessories. This is the first store in the city center for Primark, which until now has preferred to open its stores in shopping centers. The store will extend over all 7 floors, gaining an area of 10 thousand square meters.
Primark it will then open in Via Torino, one of the Milanese shopping streets. According to some rumors revealed by the ‘Corriere della Sera’, the property should have been rented with twenty-year contract worth 2.5 million annual rent. It is a lower price than the market and the reason for the lower price could be linked to the “curse”, which however did not scare Primark.
About 3 years ago, the Irish low-cost fashion giant Primark signed a twenty-year contract for the building, which has an area of about 10 thousand square meters spread over 7 different floors. At the moment an opening date has not yet been formalized but according to what was reported by ‘Milanotoday’ it would seem that the opening could coincide with the months of March or April 2022. The “challenge” to a superstition linked to this prestigious two-person building steps from Milan Cathedral is about to be launched.
The history of the “cursed palace”
The building in via Torino in Milan had stopped since 2016. The ‘Corriere della Sera’ dedicated an in-depth study to its “curse”, starting right from the last closure: Trony it was the last brand to occupy the 7 floors but this brand also lowered the shutter a few years ago.
The history of this building, however, starts from far away. In 1931 it was Standa that opened its first Milan office here. The department store founded by Franco Monzino has been in business for almost 70 years. Fnac Italia took office in 2000, until liquidation in 2012.
From there it was the turn of the aforementioned Trony, while in the upper part a gym was opened and the right part became a Billa supermarket (of the German group Rewe). All, however, then raised the “white flag” shortly after. There is also room for a “joke in the joke” for the German group Rewe, which has managed to sell almost all of its stores in Italy in Carrefour, with the exception of the one in via Torino which remained without buyers. Now Primark defies the “curse”.
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