Inaugurated in December 1887 as Magazzini “Alle città d’Italia”, Palazzo Bocconi later changed its name and ownership to “La Rinascente”. The name was suggested in 1917 by Gabriele d’Annunzio, as a good omen after a fire that damaged the building.
Having remained the property of the Rinascente Group for a long time, in 2010 the building passed to the Zara Group.