(16 Dec 2024)
RESTRICTION SUMMARY:
ASSOCIATED PRESS
Milan, Italy – 13 December 2024
++NIGHT SHOTS++
1. Wide of Via Montenapoleone
2. Wide of woman carrying shopping bags
3. Close of shop window with mannequin and Christmas decorations
4. SOUNDBITE (English) Guglielmio Miani, head of Montenapoleone District Association:
“Well (the reason this is) the most exclusive shopping street is because of the brands that have decided to take their homes here and also the fact that Montenapoleone is a very short street, everything is confined into a few hundred meters where the clients can walk around, go to the best bars, the best restaurants, museums, but also shops, all in a very small, let’s say, space.”
++DAY SHOT++
5. Wide of Via Montenapoleone#
++NIGHT SHOTS++
6. Wide of shop window with giant teddy bear and mannequins
7. Wide of people with shopping bags, woman taking photo of window
8. SOUNDBITE (Italian) Marta Cariani, fashion student:
“It is a bit difficult on this street, especially for those who live here, the lifestyle is pretty expensive. For the tourists it is easier. You can see a lot of people who come here and enter (the stores) empty handed and come out full of bags. That is something you can see every day. So as I pass by here everyday, it is something that you see very often.”
9. Wide of shoppers waiting for taxi with shopping bags on sidewalk ++DAY SHOT++
10. Wide of people walking on street with bags ++NIGHT SHOTS++
11. SOUNDBITE (English) Guglielmio Miani, head of Montenapoleone District Association:
“Another important aspect of Montenapoleone is the fact that we have the world’s highest average receipt, over 2500 euros (USD$2623) per purchase. And this also shows that the clients that are coming here are the best clients you can have and they also buy the best products. And so brands are bringing the best products here because they know the clients are ready to pay and to buy these products.”
12. Tracking of couple walking with bags
13. Wide of Via Montenapoleone ++DAY SHOTS++
14. Wide of Christmas trees lining entrance to shop
15. Decoration on building on street
++NIGHT SHOTS++
16. SOUNDBITE (Italian) Davide Aspesi, fashion student:
“It is a very important street, exactly because it is the richest street in the world, and Milan offers so much. I think Milan is a magnificent city, it gives you so many opportunities for work, there is opportunity in fashion, in architecture, in art. It is fundamental to study here, it is a privilege for us students to study here in Milan.”
17. Mid of shopping bags lined up along street
18. Wide of Milan’s Duomo with Christmas tree ++NIGHT SHOT++
STORYLINE:
Shoppers laden with bags from Fendi, Loewe, Prada and other designer labels clog the narrow sidewalks of Milan’s swankiest shopping street, bringing joy to the purveyors of high-end luxury goods this, and every, holiday season.
There’s even more to celebrate this year: a commercial real estate company has crowned Via MonteNapoleone as the world’s most expensive retail destination, displacing New York’s Fifth Avenue.
The latest version of American firm Cushman & Wakefield’s annual global index, which ranks shopping areas based on the rent prices they command, is a sign of Via MonteNapoleone’s desirability as an address for luxury ready-to-wear, jewelry and even pastry brands.
The average rent on the Milan street has surged to 20,000 euros per square meter ($2,047 per square foot), compared with 19,537 euros per square meter ($2,000 per square foot) on an 11-block stretch of upper Fifth Avenue.
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News post in December 21, 2024, 3:05 pm.
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