New bookstore Eldodo opens in Milan's evolving South of Prada district

Eldodo, a new bookstore specializing in art, fashion, and architecture, has opened at Via Vallarsa 11 in Milan, in the area south of Fondazione Prada. The neighborhood, once a peripheral post-industrial zone, has been rapidly transformed since Fondazione Prada arrived in 2015. New offices by prominent architects such as Antonio Citterio & Patricia Viel, Barreca e La Varra, Carlo Ratti and Italo Rota, and Piuarch have sprung up, alongside active exhibition spaces like Viafarini and ICA. The bookstore occupies a former coworking space and social club, now refurbished with reclaimed wood furnishings and Japanese design objects. It offers a curated selection of books with a focus on architecture, fashion, and art, and will host events and small exhibitions. Co-founder Edoardo Fonti emphasized the intention to engage with the local community. The area already hosts other cultural landmarks: Fratelli Bonvini stationery, Reading Room magazine shop by Francesca Spiller, and Punta alla Luna children's bookstore. The opening reflects the ongoing social and cultural development of this Milanese periphery.