McDonald’s Vs Prada

Ahhh, The Galleria Emanuele, you know it well; the oldest shopping mall in the world, that beautiful terrace over the Duomo, an icon of the city now famous for its luxury fashion houses, but did you know that there was once a HUGE McDonald’s in the very middle!? 

In 2012 when the city terminated the lease for the American fast food giant in favour of the Prada fashion house, it sparked a now infamous court battle over one of the most valuable pieces of real estate anywhere in the world. Corruption? Discrimination? Building regulations? Here is the story of Prada vs McDonald’s:

"Many economists consider this small square as the most expensive piece of commercial real estate anywhere in the world and it’s not just the rent… it’s the rules!"

“McDonald’s must leave the historic Milanese landmark”, this was the message from the city to McDonald’s in 2012 when they decided to terminate their lease in the Galleria and offer it to Prada. 

If you’re new to the city, it may surprise you that Mcdonald’s ever had a home in the middle of the Galleria, a square home to; Versace, Gucci, Dior, Prada & YSL to name just a few. Many economists consider this small square as the most expensive piece of commercial real estate anywhere in the world and it’s not just the rent… it’s the rules! Every lease in the Galleria comes with strict regulations dictating everything from opening hours to the colour of your logo (which, by the way, must be adapted to match the black and gold theme. Seriously!)

Upon appeal (which McDonald’s also lost), the McDonald’s Italy CEO remarked “one more place for luxury, one less for sociality within everyone's reach" but they weren’t done yet… 

Whether in protest, solidarity or to gain public support, McDonald’s flexed its financial muscle and offered FREE meals to all its customers for the week resulting in huge crowds within the historical monument which was coined “the last democratic meal”.  McDonald’s even made an obituary of sorts, encouraging customers to sign a guest book whilst operating a huge screen in the window, displaying live tweets and messages in tribute and solidarity of the branch now destined for closure. 

On Tuesday October 16th, the McDonald’s in the Galleria finally closed, moving just outside the entrance in presumably a final demonstration of protest. What was once the most exclusive McDonald’s location in the world is now the flagship store of the Prada fashion house, but thankfully you can still grab a burger just outside!