Kruso Art and the Milanese Art Market: The historic cinema in Via De Amicis is reborn as an auction house and cultural center, blending architectural memory with contemporary visions
After more than twenty years of silence, one of Milan’s most iconic cinematic landmarks is pulsing with life once again. Originally opened in 1960 and closed in 2002, the former Cinema De Amicis was officially returned to the city on April 10, 2026, with a completely new identity. Kruso Art and the Milanese art market have found a new home here: a 780-square-meter hub where the history of international screenings—from Amarcord to Pulp Fiction—merges with the dynamism of a modern auction house.
The redevelopment project, designed by the firm Modourbano, successfully preserved the soul of the site. The stalls and the gallery remain the spatial heart of the building, transforming the former screening rooms into a contemporary gallery capable of hosting live auctions, exhibitions, and international cultural events.
Strategy and Innovation: The Evolution of Kruso Art
The opening of the Via De Amicis headquarters is not just a change of address, but the culmination of a strategic transformation that began with the brand’s rebranding. Kruso Art and the Milanese art market now offer an inclusive and professional model, capable of engaging both major collectors and new audiences.
The activity calendar launched immediately with a tribute to the venue’s history:
- April 15, 2026: Inaugural auction “LIGHTS, CAMERA, COLLECT: The Contemporary Art of Tomorrow,” the house’s first Single-Owner Sale.
- May – June 2026: A dense sequence of sales dedicated to Philately, Numismatics, and Modern Art, alternating between live and online-only formats.
- Specialized Departments: From Luxury Fashion and fine wines to collectible cars, the space will cover every segment of high-level collecting.
Architecture and Public Program: Beyond the Auction
Modourbano’s architectural intervention chose a language of “measured transformation.” The use of materials such as lime and micro-cement dialogues with the exposed technical systems, enhancing the functional aspect of the space without hiding its industrial nature. A new freight elevator directly connects the ground floor to the underground vault, ensuring impeccable logistics for high-value works.
However, the new hub is about more than just buying and selling. The strengthening of the bond between Kruso Art and the Milanese art market is driven by a vibrant Public Program:
- Selling Exhibitions: Shows curated by internal experts or guest curators where the artwork is part of a broader cultural narrative.
- Meetings and Masterclasses: Thematic breakfasts and guided tours to delve into the historical and critical contexts of the collections.
Con questa riapertura, Kruso Art non occupa semplicemente un immobile: riattiva un pezzo di memoria collettiva, dimostrando che l’arte e il mercato possono e devono essere un’esperienza condivisa nel cuore pulsante di Milano.
