Milan's historic Odeon cinema to reopen inside Rinascente beauty hall by 2027

Milan's historic Odeon cinema, which closed last year, will be reborn in May 2027 as part of a new Rinascente Beauty Hall. The project, developed with Kryalos and an investment of about €50 million, will dedicate 3,000 square meters to cosmetics on the upper floors while preserving 4-5 screening rooms in the basement. Rinascente managing director Mariella Elia stated the goal is to make the site part of an entire shopping district around the Duomo, including the new Rinascente Annex with food, bar, and restaurant areas. CEO Pierluigi Cocchini confirmed that no operator or programming has been selected yet, but they hope to find a quality operator to plan screenings for a wide audience. The Odeon originally opened as a theater, later became a power plant, and in 1986 transformed into Milan's first multiplex. Its closure had sparked concern about the loss of independent cultural venues. The revival follows successful models like Anteo Palazzo del Cinema in Milan, Barberini in Rome, and Modernissimo in Bologna, suggesting a sustainable hybrid future for historic Italian cinemas. The article notes that while some cinemas may not survive in their original form, integrated commercial-cultural projects like the Giunti Odeon in Florence offer a viable path forward.