MSGM launches new project “The Neighborhood Bars”

MSGM has decided to celebrate Christmas 2024 with a project that blends tradition and modernity, putting the focus on the neighborhood bars of Milan – long one of the places in the city that Massimo Giorgetti is most attached to. These places, symbols of urban energy made up of small gestures and authentic relationships, become the protagonists of an initiative that enhances their evolution, while not forgetting the roots that connect them to the city. The neighborhood bars are not just gathering spots for a coffee or a glass of wine, but true epicenters of metropolitan life. With the “I Bar di Quartiere” project, MSGM pays tribute to Milan and a new generation of entrepreneurs who are transforming these spaces into places where sustainability, local value, and attention to quality define a new era. Through a journey through the city’s neighborhoods, MSGM celebrates a constantly evolving social life, where tradition and innovation merge naturally.

Four bars symbolizing this evolution become the heart of the project, with each sign becoming an inspiration for a graphic that is then repeated on the garments of the respective capsules, such as t-shirts and hats, but also aperitif plates, corkscrews, tote bags, and even branded wine bottles. The first is PalinuroBar, which represents the timeless charm of Milan with its 1960s atmosphere, inspiring the image of a woman with typical glasses of that era, becoming the symbol of elegant modernity. Then there is Section80Bar, to which MSGM has assigned the symbol of the gramophone, an icon of the past, merging with the classic DJ console. For ULTRAMARINO, the brand has paid tribute to the aquatic element, with a mermaid guiding the visitor on a journey through deep waters and luminous surfaces. Finally, Minerale Bar, whose logo is an esoteric eye that unites the sun and moon, is represented by a hand holding two tarot cards. With I Bar di Quartiere, MSGM not only pays homage to the city but transforms conviviality into an experience that embraces tradition, culture, and modernity, highlighting Milan's ability to reinvent itself without ever losing its authentic spirit.