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Elle Decor Italia

In Milan, 5 new guidelines for design shopping

Big brands and professional designers draw spaces where shopping becomes a multisensory experience

If you are in Milan for the Design Week, it pays to carve out a bit 'of time for shopping: five new shops to discover, in which a series of big brands, proffessional designers and the historical soul of the city.

We start from the Fashion District, Via Verri, where a historic building set back from the road welcomes the new flagship store of Pisa Watchmaker's, designed by Antonio Vittorio Carena as stylish interior and cozy furnished with precious materials. A space capable of telling the 75 years of activity of the company born in the 40s as a laboratory workshop, which still devotes a special place in the work of technicians. The living room on the ground floor of Pisa Watchmaker's, with furniture of design and floors in earthenware, dedicated to Cartier world and Lange & Sӧhne.

A few steps away, the new flagship of Marni in via Montenapoleone, a collaboration between the fashion designer Consuelo Castiglioni and the architect Luz Maria Jaramillo: 310 square meters on two floors, governed from the pit geometry sloping sides of accessories, rugs and marble inserts. A tribute to Marni Prisma, the project related to the events of the twentieth anniversary of the company. Marble black and grey cement for the floor of the flagship store Marni in via Montenapoleone 12, in Milan.

On the same street, a few street numbers further, we discover the return of Lorenzi knives in Montenapoleone: a specific space in Larusmiani boutique for a collection of handmade pieces by Italian craftsmen: from knives to smoking articles and toilet, and refined shaving instruments. A novel combination of objects, with the attention for the detail, beauty and craftsmanship. In the basement at number 7 of Via Montenapoleone you can breathe an atmosphere without time.


Leaving the Quadrilateral in Corso Magenta, the new store Aesop tuned up by Dimorestudio is a step back in time, inspired by the pantries of Italian villas and small neighbourhood shops. A relaxed atmosphere, played on muted tones of sea green and yellow, for the personal care choosing between product lines for facial care, hair and body, helped by the brand consultants. A great green showcase tinted water and with rounded corners covering the boutique Wall Aesop signed by Dimorestudio.


Finally, in Via Santa Cecilia, the big loft converted by Piero Lissoni for De Padova, celebrating in the new showroom the marriage with Boffi: a building to discover, restored to its industrial soul, where domestic environments interact with each other in a succession of scenic areas, the Mediterranean courtyard with columns that mark the interiors. Gathered in the most scenic of the living room of Via Santa Cecilia showroom the agents of change. Right: Roberto Gavazzi, CEO of Boffi and De Padova, Padova De Luca, president. In front Piero Lissoni, art director of the brand and space designer.

by Carlotta Marelli / 11 April 2016


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