Luxury streets traffic free challenge

It was announced in July, and on October 20th, Milan mayor Beppe Sala confirmed that Milan’s Via Montenapoleone fashion district will prohibit vehicular traffic within the first half of 2024. The measure encompasses the luxury streets of Corso Matteotti, Via Case rotte and Via Manzoni. This decision followed the fashion houses’ official approval, despite initial dissent.

«The fashion district, especially Via Montenapoleone, is a popular shopping destination for conducting business. We are working with the municipality to safeguard this business, located on the busiest street in Europe and the third busiest in the world in terms of revenue. Our aim is to protect its reputation, which is being compromised due to inadequate regulations on matters such as parking, loading and unloading procedures, sidewalk maintenance and road modernization», Guglielmo Miani, president of the Montenapoleone district association representing 120 local businesses, said in an interview with MFF. «Although we do not support the traffic closure, we are requesting measures to safeguard our customers and businesses, like introducing valet parking services and outdoor parking lots that are not car-silos», Miani acknowledged. In light of the mayor’s decision, the president persisted: «I observe no benefits from limiting cars, neither for businesses nor residents. An insufficiently protected traffic-restricted area could result in the loss of a significant part of customers who may choose to shop in other cities» he continued. «Montenapoleone is a street with symbolic importance, featuring luxury cars. The demonization of cars seems excessive, considering that most of them are electric from an environmental standpoint», Miani stressed. «However, it is crucial to provide accurate information since this is not a complete closure but an adjustment to entrance points. Customers will still have access within the proper traffic-restricted area restrictions, but there will be no parking available. Therefore, new infrastructure is necessary».

Closing Milan’s Via Montenapoleone fashion district actually aligns with other attempts to pedestrianize luxury streets around the world. On October 10th, New York City mayor Eric Adams revealed the Future of Fifth project to pedestrianize Fifth Avenue and open up the city while encouraging business in the area. This project was inspired by evidence that emerged following the Open streets initiative launched during the last holiday season. In December 2022, the program made Fifth Avenue car-free for the first time in 50 years, reviving pedestrian areas around Rockefeller center and leading as well to an increase in spending. A collaborative study by Mastercard and the New York City Oti-Office of technology and innovation revealed that the initiative resulted in a 3 million dollar increase in spending, nearly 7% increase in sales at Midtown stores, and a 13.9% uplift in transactions year-on-year. «The transformation of Fifth Avenue, the heart of New York City, promises to be a major boost for local small businesses», New York City council member Julie Menin said. A 375 million dollar investment in structural work for the parallel redevelopment of the area which will be financed by a public-private partnership. The partnership involves the public and state government on one side and neighborhood associations, including the Fifth Avenue association, on the other. The association include members such as Kering and Lvmh.

«I support the closure of Fifth Avenue. However, it must be noted that the equivalent of Fifth Avenue in Milan is similar to clients at Galleria Vittorio Emanuele II and Corso Vittorio Emanuele, whereas Via Montenapoleone is comparable to Madison Avenue and Paris’ Avenue Montaigne where true luxury can be found», Miani stated. The experience of arriving by car in front of the stores is enjoyable, but so is strolling through the luxurious streets. The focus remains on safeguarding business and luxury experiences. In Paris, upscale clients driving to Avenue Montaigne stores are allowed to arrive in front of the premises, while the Champs-Elysées stays accessible to vehicles, but it is solely pedestrianized one Sunday a month. Similar measures have been taken for Chuo-dori Street, the primary high-end thoroughfare in Tokyo’s Ginza district. The street is transformed into a «pedestrian paradise» on weekends and holidays, according to tourists and international citizens. London’s mayor Sadiq Khan has been proposing, since the start of his term, to pedestrianize the stretch between Oxford street and New Bond street to promote walking, cycling, public transportation and improve air quality, but the Westminster City council has expressed disagreement.

Beppe Sala’s request to stop private traffic in the city center

The closure of Milan’s fashion district may only be the first step. «We aim to close private traffic in the city center by the first half of 2024», mayor Beppe Sala explained. «Why? The reason for this is that the city is focused on shopping, which can be accessed by cabs or public transportation». A statement that sparked a lot of discussion. Although the mayor’s proposal is currently under internal debate, progress has already been made towards restricting the use of private cars. As a result, beginning in mid-next year, Via Montenapoleone and the surrounding streets will be closed.

The exact date for the stop at the luxury shopping center has yet to be determined. «Viability checks are being performed, and discussions have taken place, particularly with the fashion houses that are showing the most interest», Sala said. «Some have even proposed pedestrianizing the area. It remains to be seen if this is a possibility in the future». The closure of the center to traffic has been a topic of discussion for decades, dating back to when Carlo Tognoli was in office during the 1980s. Merchants in the area have often opposed the measure. Passage will still be permitted for residents, garage owners, and those parked in the area. To monitor traffic, cameras will be installed between Corso Venezia and Via Senato. (All rights reserved)