The “Style” of Milan (New) Chinatown

Abstract

The interests or lifestyle of a group should not be favored simply because it is at a disadvantage. This occurred in Milan, where Chinese entrepreneurs were able to move from “being dominated” by the revanchist policies of the local government to “being the dominant” actors in the rise of a commodified multiethnic neighborhood. It is necessary to investigate whether such an action would displace other groups. This is exactly how the ambiguity of diversity emerges: On the one hand, it defines urban appeal, fosters creativity, and breeds tolerance, while on the other hand, it can undermine democracy if individuals’ loyalty to group interests or symbols is greater than their interest in the common good. This chapter finally reflects on the factors that have turned Milan Chinatown into a new “stylish” landmark for the city’s revitalization and marketing strategies. The public policies aimed at reducing the presence of low-quality ethnic shops and developing the entertainment sector, the media’s attention stemming from the Chinese protests in 2007 and subsequently fueled by the actions of “visibility” operated by various interest groups, along with the redevelopment works and the new strategic projects, the multiethnic mix of residents, entrepreneurs and users, artists and creatives, its commercial heritage, the crucial proximity to the historical city center, and the peculiar architectural and morphological characteristics that resemble a village have produced a new image of the Milan Chinatown which is tied to the consumption of diversity, creativity, “style,” and entertainment.

Yes, cities have always been brands, in the truest sense of the word. Paris is romance, Milan is style, and New York is energy. These are the brands of cities and they are inextricably tied to the histories and destinies of these places.

—The Anholt City Brands Index , 2005