An icon of modernism and tradition

With its network of 152 Italian brand boutiques and more than 50 international stores, the prestigious Perugia-based fashion house Luisa Spagnoli celebrated its 90th anniversary in 2018 with the launch of a major store restyling operation aimed at assuring customers an unforgettable shopping experience. The new store image combines a rigorous spatial layout with a sophisticated style and was based on an in-depth study of the company’s values and stylistic vision and the faithful transposition of these characteristics into an architectural language: a coherent language based on formal rigour, prestigious materials, neutral tones, stylistic details and bright spaces capable of hosting the brand’s high-quality creations. Understandably, the first renovated store based on this new model is located in Italy’s fashion and design capital Milan. Reopened just a few days before the world-famous fashion week in September, it testified to the brand’s unique history of fashion and business, of innovative, high-performance solutions in terms of products and image while remaining faithful to the company’s soul and traditional values. The historic Milanese boutique, situated in the prestigious city-centre street Corso Vittorio Emanuele II alongside many other international luxury brands, introduced the Luisa Spagnoli fashion house’s new aesthetic language in a location that stands out for its glamour and style. Extending over a total space of 500 square metres on two levels, the store is an eloquent statement of modern architecture applied to a retail concept that combines an effective sales activity with an emotionally-engaging customer experience based on beauty and well-being. Ethereal spaces, elegant transparent crystal chandeliers, glass shelves with custom-made white furnishings, polished brass finishings standing out against white and ivory coloured walls, classic chairs and Alcantara rugs strewn across glossy porcelain tiled floors that reproduce the elegant veins and colour variations of marble with astounding realism: these are the extraordinary ingredients of the recipe for success based on Italian elegance, craftsmanship and fashion pursued by the company’s design department. To achieve the astonishing mirrored marble effect sought after for the floors, which reflect the dazzling surfaces of the boutique and the new fashion collections in a kaleidoscope of colours and gestures, the designers chose large-size porcelain tiles from the Marvel Pro collection by Atlas Concorde. With their glossy lappato finish, intense expressive power and unique reflecting surfaces, these tiles light up the atmosphere while their large 75×150 cm size expands the visual depth of the spaces and brings elegance to even the smallest detail. They provide a highly realistic interpretation of the aesthetic qualities of natural marble while at the same time meeting the strict requirements of functionality and safety that are crucial in a retail space, creating a non-slip, low-maintenance floor with excellent resistance to impact and wear.