LVMH is redesigning its presence in Milan. In particular, within the famous Luxury Quadrilateral, whose perimeter is bordered by the Montenapoleone, Manzoni, Spiga and Corso Venezia arteries. Berluti has just repositioned itself there, whose flagship store, formerly located on Via Sant’Andrea, has moved from one street to set up in the much more visible and prestigious rue Montenapoleone, at number 27.
Deprived of its artistic director, the Belgian designer Kris Van Assche, who left last April, the house of the luxury group specializing in menswear, and especially known for its shoes, is reviewing its strategy. With this new boutique with a classic and elegant decor, it mainly highlights its shoes and accessories (bags, suitcases, small leather goods), in a space that welcomes visitors as soon as they enter the store.
You have to go upstairs to discover the area dedicated to ready-to-wear. The space is bathed in natural light thanks to the display case at the front and a spacious garden at the rear, the brand said in a statement. The famous patina of Berluti shoes is evoked through different elements of the decor, such as the ceiling, beam, a wall, and “the sliding panels in multicolored glass, whose associations of color and textures evoke the emblematic patinas of the house”, specifies she still.
This address was previously occupied by Emilio Pucci’s boutique, another LVMH house in full revival. The brand, piloted since September by designer Camille Miceli, seems to want to move towards a distribution more focused on jet-set, summer and winter vacation destinations.
Not far from there, at 12 Via Montenapoleone, Hermès recently enlarged and completely renovated its flagship store, while in the adjacent street Pietro Verri, Off-White, recently acquired by LVMH, has set up its very first boutique. Milanese.
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