SGM, the Italian ready-to-wear brand helmed by Massimo Giorgetti, has launched I Bar di Quartiere (The Neighborhood Bars), a project celebrating Milan’s vibrant wine bar culture. This initiative highlights four carefully selected bars reflecting the city’s evolving social and cultural identity while honoring its rich traditions. With a focus on sustainability, and local craftsmanship, I Bar di Quartiere pays tribute to a new generation of entrepreneurs redefining these beloved spaces.
For Giorgetti, Milan’s neighborhood bars are energy and social life hubs. With I Bar di Quartiere, MSGM partners with four standout bars to launch a capsule collection inspired by their unique identities. The project also includes custom wines crafted for each bar, available at the bars themselves, the MSGM flagship store in Milan, and the brand’s online shop.
The Four Featured Bars
PalinuroBar
Located in Città Studi, PalinuroBar combines a vintage 1960s aesthetic with cultural vibrancy. It has inspired a capsule collection featuring retro-inspired designs, including an elegant graphic of a woman wearing iconic glasses of the era.
Section80Bar
In the creative hub of Isola, Section80Bar merges the past and present with a gramophone motif blending into a DJ console. This bar celebrates music and creativity, reflected in MSGM’s exclusive graphics.
ULTRAMARINO
Situated in Porta Venezia, ULTRAMARINO specializes in Mediterranean wines. Its mermaid-inspired imagery pays homage to aquatic themes, lending a whimsical yet refined touch to the collection.
Mineral Bar
A reimagined historical venue in southern Milan, Minerale Bar is symbolized by an esoteric eye holding tarot cards, merging mysticism with Milanese tradition.
The Capsule Collection
The collection includes t-shirts, hoodies, caps, tote bags, porcelain aperitif plates, corkscrews, and branded wine bottles. The design incorporates unique graphics inspired by the four featured bars, alongside hand-painted plates crafted by the historic Ceramica Artistica Solimene. The I Bar di Quartiere collection by MSGM is available Online.
To mark the launch, each featured bar will host a dedicated event, inviting the public to discover the collection, taste the wines, and experience Milan’s vibrant Aperitivo culture.
