The grand opening is scheduled for May 2027, thanks to an investment of 40 million euros aimed at revitalizing this historic space, abandoned since 2020. The new beauty hub will be dedicated to a cutting-edge luxury shopping experience. The project includes a 3,000-square-meter space that will feature over 300 beauty brands, ranging from makeup, skincare, and fragrances to accessories. Additionally, there will be several treatment rooms and spaces dedicated to personalized beauty experiences, such as wellness paths and custom services. A 700-square-meter food area will also be created, offering visitors the chance to relax with a coffee or a meal after their shopping session.
Architecturally, the design of the new space will be handled by Marco Costanzi Architects, who will preserve some of Odeon’s historic elements, such as the basement, which will be converted into new movie theaters. The ground floor of Rinascente’s department store in Piazza Duomo will also undergo a significant renovation, expanding the area dedicated to luxury accessories, such as jewelry and watches, items that are particularly sought after in this vibrant heart of the city.
With its strategic location and exclusive offerings, the beauty hall aims to attract around 3 million visitors in its first year, with an estimated turnover of 80 million euros. This ambitious project is part of Milan’s increasing focus on luxury and high-end shopping, highlighting a specific tourism strategy.
The expansion of Rinascente and the redevelopment of the former Odeon reflect the growing trend in the beauty and wellness market, increasingly at the center of personalized and high-quality shopping experiences—key elements for the success of this new project.