THE NEW LARUSMIANI BOUTIQUE OPENS IN THE MONTENAPOLEONE DISTRICT, MILAN
THE FIRST RETAIL PROJECT BY BENEDETTO CAMERANA STUDIO
On the 101st anniversary of its founding, Larusmiani entrusts Benedetto Camerana and Sirio Barillaro with the project for new headquarters: a concept store where clothing and lifestyle interact with automotive culture and exhibit design, in synergy with the brand’s style, values, and contemporaneity.
If the storefront announces the content of a boutique, Larusmiani immediately asserts itself as not being a traditional clothing store. The entire ground floor is conceived as an exhibition path, starting with the Automotive Gallery, an –exhibit garage– recreated in the left storefront – described by Camerana as “conceptual and symbolic, but also realistic.”
To convey the atmosphere of classic elegance and timelessness that characterizes the brand, the project has selected materials with an industrial inspiration, featuring a technical, clean, and essential. These characteristics, applied to the new boutique, draw ideas and solutions from architectural design, importing materials, technologies, and details from exhibit and automotive design, and reinterpreting them in a completely new aesthetic.