Innovation and Tradition Merge in a Concept Store

In Via Pietro Verri 10, in the heart of Milan’s fashion district, Bottega Larusmiani was recently opened as an extension of the eponymous boutique, which opened in 2023 during Milan Design Week.  The project, realized for the 101^st anniversary of the founding of the renowned menswear brand, represents another evolution of its identity.

The Boutique, designed by Benedetto Camerana Studio and Sirio Barillaro Studio, is a concept store that aims to unite luxury clothing, lifestyle, and exhibit design with motorsports culture in a single ambitious project. The 300 sq. m space, extending across two levels and a terrace, was conceived as an exhibition route, a sort of indoor urban promenade, in which every detail tells a story.

Benedetto Camerana’s following design for the Bottega is a
16-sq. m trunk, inspired by a reinterpretation of the street window of an old and prestigious knife store. With this intervention, the Bottega blends in harmoniously in the small inner court which links the courtyard between Via Verri and Via Montenapoleone, with glass walls that maintain the visual continuity between inside and outside. It is possible to access the Bottega via the inner court or through a door integrated in the wooden wall panellings.

On the outside, the Bottega appears as a high-tech micro pavilion made of steel and glass, with technical and industrial materials that recall the hyper technological world of motorsports, reflecting the racing style of the brand. Once inside, the environment feels warm and welcoming, featuring wooden finishes with carbon and steel inserts – a perfect fusion between tradition and innovation. The brand’s flagship products are displayed in glass cases along the walls, enhanced by a lighting system punctuated by spotlights, which are also present in the Boutique.

In the Bottega, Camerana recreated the brand’s atmosphere of timeless elegance that already pervaded the Boutique. The design of the latter features industrial-inspired materials with a technical, clean, and essential style, like the microcement floor cut by lines of stainless steel and the midnight blue-colored expanded metal ceiling, featuring transparent glass that improves the access of natural daylight. This bright hue, named “Larusmiani blue”, is the chromatic leitmotif of the space: present in both the furnishings and finishings, it is also found in the fitting rooms and terrace. The tall steel bookcase on the ground floor is also blue and displays a selection of products, books, objects, car models, in continuity with the automotive imagery.

The entire street level of the Boutique was designed as if it were a museum, starting with the Automotive Gallery, an exposition garage recreated in the storefront in which the superb sports cars enchant customers and invite them to enter. A two-tone staircase, in chromatic contrast to the blue parapets, leads to the first floor, which houses the actual retail space. In this room, clothing and accessories are displayed across three large tables – two made of concrete finishes, wood and glass, and one blue – highlighting the historic values of the brand: heritage, automobiles, design, and Italian lifestyle.

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Larusmiani Boutique - © Marco Schiavone, courtesy of Benedetto Camerana Studio

Larusmiani Boutique - © Marco Schiavone, courtesy of Benedetto Camerana Studio

Larusmiani Boutique - © Marco Schiavone, courtesy of Benedetto Camerana Studio

It is possible to access the Bottega both through the interior court or from inside the Boutique through a double-sided swinging door.

Larusmiani Boutique - © Marco Schiavone, courtesy of Benedetto Camerana Studio

Larusmiani Boutique - © Marco Schiavone, courtesy of Benedetto Camerana Studio

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