Shop signs that are more than signatures or representations: they are proud proclamations of leadership, or at least talent. They are tokens of the ingenuity, grace and elegance typical of Milan's way of doing business in the past. Follow us on a brief, nostalgic tour through the proud nobility of its business icons, banners from bygone days of the 'made in Italy' style.
What we have learned.
We learned about persistence, pride, passion, respect and dignity. About good grace, wisdom, humour, hope and irony. About fatalism, resistance, stories from the past and visions for the future. We are grateful to 'our' shop signs for their outbursts and bitterness (which never turns to desperation). For their wonderful Italian (not a foregone conclusion). For their language, both wry and soft-spoken. With an aftertaste that feels like withheld sarcasm, so typical of the 'real' Milanese.