Past, Present and Future
The Origins
The long avenue that is now known as Corso Buenos Aires, it was actually born with the name of Corso Loreto, since a church dedicated to Santa Maria Loreto stood nearby.
It had a very different appearance from today, it was in fact bordered by a row of poplars on each side for its entire length and led to Monza, Lecco and Bergamo.
In 1906, on the occasion of the Universal Exposition whose theme was the transport system, it officially became Corso Buenos Aires.
The mayor of that time, Ettore Ponti, wanted to promote a more international image of the city, commemorating the massive immigration of Italians to South American countries. This is why were born Piazza Argentina and Piazza Lima and the street was dedicated precisely to the capital of Argentina.
Unlike today, Corso Buenos Aires was also crossed by the railway until the 1930s with a railway bridge close to where is now Viale Tunisia, a bridge that also led to a change in the street appereance. In the initial section, Corso Buenos Aires was tree-lined with seedlings that had replaced the presence of poplars, while beyond the railway bridge, Corso Buenos Aires became narrower and without trees.
The Boom
Underground excavations began in 1958, stopping at Porta Venezia, Lima and Loreto. From that moment the real development of the Corso began, although it has always been one of the most important commercial arteries of the city. Due to its straight-line development, its length of approximately 1,600 meters and the variety of shops, Corso Buenos Aires is often compared to New York’s Fifth Avenue.
Over the years, the presence of the best-known brands at an international level has increased to the point of defining the entire area as the largest open-air shopping center in Europe.
The Future
Real Baires is deeply motivated and interested in the redevelopment project of Corso Buenos Aires which should start from Piazzale Loreto, the nerve center of Milan, but also an important opportunity to increase the tourist flow and the image of the entire Corso Buenos Aires.
A new and modern conception of P.le Loreto, conceived as a new center with international flavors, would give the entire area a new lymph, image and fluidity, making sure that the axis that starts from the center, can continue and develop in a fluid along Viale Padova and Viale Monza, reaching the suburbs in a harmonious and well-designed way.
For us, real estate developers, who have been present for years on Corso Buenos Aires, it is of main importance that this project is conceived and implemented in the best possible way: not only a look towards the future is necessary, but it is also necessary a dutiful attention to the green aspect and protection of the environment. A careless redevelopment would represent a threat to the development of the entire area, bringing a feeling of staticity rather than renewal, the same renewal that has characterized Milan in recent years and therefore has now become essential in every area of the city.
Shops
A fashion that does not reach the streets is not a fashion.
(Coco Chanel)
Hotels
A guest is a jewel on the cushion of hospitality.
(Rex Stout)
Services
If the wrong man uses the right means, the right means work in the wrong way.
(Carl Gustav Jung)
Entertainment
People are the best show in the world. And you don’t even pay for the ticket.
(Charles Bukowski)
Food
One cannot think well, love well, sleep well, if one has not dined well.
(Virginia Wolf)
Corso Buenos Aires Stakeholders Association
Corso Buenos Aires, 47 – 20124 Milano
C.F. 97852560156