It’s always a bet to open a record shop in Milan, especially a couple of years ago when the market was stationary. Nicola was working as a DJ at Plastic, he had just moved to Milan and since he wasn’t Villalobos he had to find an extra job. So he started wandering around Corso di Porta Ticinese and leaving some CVs here and there in the shops along the street. One of these at that time was called Deejaymix (its previous name was Fonographic Supports, not the sexiest trademark for a music shop) and when the owner called him back, Nicola took on a path that led him, in a couple of years, to take over the shop and give it a new identity and a new soul, with the help of his partner Francesca. Since 2009 it’s called Serendeepity.
Photo by Alice Gemignani
Today, together with Daniele Guerrini, musician and member of the Table Sound at Macao, Nicola creates the musical identity of Serendeepity: he personally selects every record that comes to the store. “Since we are located in a busy area we clearly need to keep a small selection of commercial music. But the 75% of records at Serendeepity goes in a whole different direction,” he explains. Electronic, dub, tribal sounds, techno and all the craziest news on the discographic market are mixed on the stacks at Serendeepity. The selection reflects the personal taste of young people who have travelled a lot, soaking up the sounds and suggestions of the most interesting European clubs and producers, without being influenced by a particular trend, but rather choosing some “masters” for inspiration. This sensitivity, paired with a desire for compensation and affirmation after the hard times of the Milanese underground, made Serendeepity a landmark for the new scenes in town.
Photo by Alice Gemignani
“Lately Italy has begun to assert itself in the club scene and music festivals, with an increasing number of Italian artists in the line-up. This means that there are many people pushing to make the Italian underground more interesting and cohesive. We’re happy to be part of this movement”. Their centrality is also proven by “Mix the Picks”, a new Serendeepity format that allows artists, djs and listeners to put on their selection in live stream, instead of listening through the headphones.
“We’ve decided to have only new records. The former shop used to sell a lot of second-hand records, but here in Milan the vinyl culture is not historically grounded, so there are few collections to draw from. That’s why here at Serendeepity we have chosen to focus on the new and not include any second-hand stuff, except for clothes. Luckily there are a lot of reprints lately, which make up to 50% of Serendeepity purchases, so it’s fair to say that we also look at the past in a way.”
Francesca, on the other hand, comes from the fashion industry so, when Nicola took over the record shop, decided to assemble a small collection of vintage clothes and accessories in the basement. “Perhaps you can’t notice it from the shop window, but I can assure that for many customers – especially couples where only one person is interested in records – it’s a very pleasant surprise to find a little vintage shop inside a record store. It’s a nice way to spend the time while waiting for your partner to stop digging… This way everyone is happy!” The clothes selection, explains Francesca, is partly linked to the musical proposals. “I focus on clothes and accessories from the Eighties and Nineties. I’m really into ties and belts, I have plenty of them at home”.
Now, also thanks to Francesca’s contribution, when you go at Serendeepity you don’t have the feeling of entering a simple record shop, but a world of its own.
Photo by Alice Gemignani
* Four places suggested by Nicola and Francesca:
LIBRERIA VERSO: A bookshop recently opened at the beginning of Corso di Porta Ticinese. We like their view, there should be more places like this one in Milan.
TRATTORIA MA Sì: An “old Milan” kinda place, where you will leave the table – if you’re able to – feeling very happy.
BARMARE: In Porta Romana area, a fish place opened by some friends of ours. Very much advised.
MACAO: We can’t help but mention it. It’s a place that has almost become a cult for those who look at clubbing as a moment of enrichment, as well as a total journey.
Serendeepity
Corso di Porta Ticinese 100, Milano
☎︎ 02 8940 0420
Open
Sun, Mon 15-20
Tue-Sat 10.30-20
M2 Porta Genova
Bus 47, 74 Piazzale Cantore
Tram 3, 9, 10 P.zza Ventiquattro Maggio
