Prada beats Apple in the contest for a central Milan venue

by 07 November 2011

Galleria Vittorio Emanuele II is one of Milan's most coveted shopping venues. McDonald's are leaving the space in the central octagon that they have been using for many years (they had to modify their red and yellow logo, recreating it in black and gold to match the Galleria's shop sign style). Since the announcement back in May, several new offers have been placed for this exclusive spot, from Apple, Gucci and Prada amongst others. The starting price for the annual lease was 2 million euro for the first five years and 3.6 million euro for the following thirteen years. Gucci offered 25% extra, the computer giant Apple increased the offer by 1%, while Prada proposed 47%, increasing the initial offer by 150%. If the devil wears Prada, evidently Galleria Vittorio Emanuele, just a few steps from the Cathedral, is evidently the place to be!