Rinascente, the historic Italian department store chain, has opened its first Rinascente Travel Concierge by Bluvacanze at its Milan location.
Already known for its wide range of fashion, design, beauty, food products and many other services all under one roof, the Travel Concierge adds a new category to the experiences available at the Milan store in central Piazza Duomo, marking the brand’s entry into the world of travel.
By visiting the new shop-in-shop on the 6th floor—open Monday through Sunday from 10AM to 9 PM—customers can plan all kinds of trips, from custom-tailored journeys to faraway destinations to booking a taxi. It’s also possible to purchase “shop & go” packages such as gift boxes, or arrange visits to Milanese landmarks, as well as trips to other Italian cities—and book everything from hotels to transportation, cruises to activities, car rentals, multi-destination trips, tours, packages, and various transfers.
“With Rinascente Travel Concierge, we bring travel to a place where curation and consulting are an essential part of its identity,” notes Domenico Pellegrino, CEO, Bluvacanze Group. “The project stems from the desire to transform consulting into an experience consistent with its setting: personalized, carefully curated, and built around the customer’s needs,” adds the manager.
“In an increasingly fast-paced and hectic world, time has become one of our most precious assets. Our goal with the Travel Concierge is precisely to make the most of this time, by introducing a new service to Rinascente—a consulting and personalization experience that combines expertise in the world of travel with what has always been our calling: taking care of the customer,” comments Mariella Elia, CEO, Rinascente.
“The goal is to offer tailor-made services to our customers. Rinascente has 20 million customers throughout Italy, 20 million store visits, and four million members in its community, about 40% of whom come from other countries. So it was important for us to offer our customers a service that’s tailored and made to measure, with the aim of making them feel increasingly pampered and cared for,” continues the manager of the Italian department store.
“This agency also caters to Rinascente’s digital community because it’s accessible through our digital channels, including those who enjoy the benefits of the Rinascente Card,” she explains, noting that thanks to AI services, it’s possible to plan a complex trip using assisted dynamic packaging models and complete the transaction.
The shop also hosts a self-booking kiosk where users who need a simple service–and already know how to use it–can easily interact with the system all the way through to ticket issuance, completely on their own.
The pilot project began in Milan but could soon expand to other cities as well—for example, to the store in Rome—although Rinascente is already present throughout Italy in eight cities, offering over 3,600 top Italian brands as well as an on-demand Chat & Shop service.
The rdepartment store was founded in 1865 in Milan and has been part of the Thai holding company Central Retail Group (owned by the Chirathivat family) since 2011—a giant group that reported revenue of approximately €7 billion in 2025 and owns other prestigious retailers in Europe and around the world.
Bluvacanze is part of MSC Cruises, a group operating in the global tourism sector through three distinct legal entities: Bluvacanze, which focuses on tourism distribution; Going, a tour operator; and CTI-Cisalpina Tours International, which specializes in business travel and conferences.