Milan, the shopping capital

09/30/2013

Fashion shows, presentations and a variety of events once again confirm Milan as the fashion capital. But the city is also the heart of the luxury shopping, and the recent opening of flagship stores highlights its key status.

The new Fendi store is at 3 Via Montenapoleone, in the historic Carcassola-Grandi building. Traditional travertine shares the two floors with brand-focussed leather, bronze and stone, within an architectural concept that celebrates the independence and the creative strength of the fashion sisters. A little further on, the Prada boutique re-opens with over 800 square meters dedicated to men's fashion. Roberto Baciocchi, the architect that directed the renovation works, built a large central entrance that symbolically allows the store to speak with the city. Inside, the traditional black and white chequered floor co-exists with industrial aluminium panels. Salvatore Ferragamo's store in Montenapoleone has also been completely renovated. The rooms feature mirror portals and golden travertine details, covering different product areas over the shop's 450 square meters.

There are also significant novelties in Via Sant'Andrea. The first Bottega Veneta fashion house has just opened in an eighteenth century building and was designed by the great Tomas Maier. A luxurious yet discreet atmosphere displays the brand's complete range, from fashion to accessories for the home. Stuart Weitzman's futuristic flagship store designed by Zaha Hadid is somewhat more fashionable; the opening was launched by supermodel Kate Moss, who immediately captured the attention of fans and photographers.

A different approach was chosen for the second flagship city store of Costume National that preferred the Corso Como district, an established shopping area in Milan that is today more than ever hit by the urban and cultural ferment of the Porta Garibaldi area. "I like to be the first to open on one of the most interesting streets of the new Milan," said Ennio Capasa at the launch of the new two-floor shop. This place has a definite aesthetics, halfway between conceptual art and brand minimalism.　