Larusmiani Boutique

On 101st anniversary of its founding, Larusmiani entrusts the project for its new headquarters to Benedetto Camerana and Sirio Barillaro Studio. The project is a concept store where clothing and lifestyle intersect with automotive culture and exhibit design. It synergizes with the style, values, and contemporaneity of the brand.

Milan squared within fashion quadrilateral In new location at 10 Via Verri, a few meters from historic store on Via Montenapoleone in the heart of Fashion District, Benedetto Camerana and Sirio Barillaro Studio bring to life the LARUSMIANI concept store in 300 square meters across two levels with a terrace. Here, interior design becomes exhibit design, and lifestyle world converses with culture of motorsport. In harmony with the brand’s style, values, and contemporaneity, Camerana and Barillaro interpret and enhance brand’s evolution and repositioning with a regenerative perspective.

Larusmiani – The Automotive Gallery If a store’s showcase announces its content, Larusmiani immediately declares itself not to be a traditional clothing store. The entire ground floor is conceived as an exhibition path, starting with Automotive Gallery, an exhibit garage recreated in the left showcase – described by Camerana as “conceptual and symbolic, yet realistic.”

For inauguration, showcased on a raised podium in garage, akin to a wunderkammer dedicated to the automotive world, is the Alfa Romeo Carabo. This concept car, based on the Alfa 33 Stradale, was crafted by Bertone based on extraordinary design by Marcello Gandini in 1968. This car, an artwork in its own right, is on loan from the Alfa Romeo Historical Museum in Arese, another architectural project by Camerana in automotive world. Enveloped in parallel LED light frames with a dynamic and hypnotic effect, it’s first of a series of exceptional cars showcased to express Larusmiani’s vital connection with the lifestyle and culture of sports cars, confirmed by stylish models displayed on shelf behind car.

Next to 33 Carabo, starting from entrance and along right side of the store, is a sparse exhibition path with few selected items displayed like artworks on linear oak benches and stainless steel tubes with carbon inserts – a nod to automotive world. The project defines a vibrant Larusmiani Blue, becoming the chromatic leitmotif of space, expressed in furnishings, especially in towering steel bookcase designed to showcase Larusmiani world—a selection of products, books, objects, and car models—continuing automotive imagery. The journey concludes, like an indoor urban stroll, with the recreation of street-facing display of Coltelleria Lorenzi, a historic Milanese brand of men’s articles, recently acquired by Larusmiani.

Arriving at the first floor, a dedicated space for presenting and selling collection, a dramatic staircase featuring a large orange-tinted mirror that plays with blue film-coated railing. Clothing items and accessories are exhibited on a large metal-leather blue table and on two large tables made of concrete, wood, and glass. The blue and essential, precious geometric elements continue into fitting rooms and terrace furnishings.

To convey the brand’s timeless and classic elegance, the project selects industrial-inspired materials with a technical, clean, essential cut, such as the micro-cement floor cut by stainless steel lines and blue-night stretched metal ceiling dotted with Artemide spotlights. Similarly, the sports car confidently communicates freedom and independence of larus, the LARUSMIANI logo.

credit

Progetto: Benedetto Camerana
(progetto architettonico e coordinamento, progetto di interior design e direzione artistica lavori)
Sirio Barillaro Studio (concept, retail design, ideazione interior design)
Localizzazione: Via Verri 10, Milano (IT)
Realizzazione: Eseguita
Committenza: Larusmiani s.r.l.
Procedura: Incarico diretto
Forniture: Impresa Pizzetti s.r.l. (Opere edili e rivestimenti in acciaio per Exhibit Garage e vetrine)
Busnelli (arredi); Italmesh s.r.l. (controsoffitti metallici); Deloitte (softwear per smart mirror e ologramma); Nespoli Impianti s.r.l.s. (impianti elettrici); A.G. Termoidraulica (impianti meccanici); Artemide s.p.a. (corpi illuminanti); Ideallux s.r.l. (stripled); CWS ( smart mirror )
Funzioni: Boutique, showroom, exhibit garage
Cronologia: inizio cantiere 20 Febbraio 2023; fine lavori 14 Aprile 2023
Collaboratori: Mattia Greco (capo progetto), Laura Acito, Antonio Pangallo
Dati dimensionali: pianto terra 72mq; piano primo 114mq; terrazza 60mq
Credits fotografici: Marco Schiavone courtesy Benedetto Camerana Studio; Andrea Luzardi