Excelsior Milano concept store by Jean Nouvel, Milan

September 15th, 2011 by retail design blog

Coinciding with this year’s edition of fashion’s night out in Milan held this evening, a new luxury hub opens its doors that bears testimony to the city’s status as a global fashion capital. Dubbed Excelsior Milano, it’s a stunning 4,000 sqm. multi-storey luxury concept store with a starchitectural edge. Designed by Jean Nouvel, it’s located in a former movie theatre along the Galleria Del Corso, and is italian gruppo coin’s first venture in luxury retail. The complex is an audacious injection of modernity in the city’s historical heart. The relation between the pre-existing structure and the new one occurs by reflection: the inner walls of the old movie theatre are coated with reflecting paints, while the exterior supports led screens all along the outer edge.

The store’s façades are characterized by horizontal louvers. Detached floors and a large entrance hall to the shopping areas are the elements that characterize the interiors. A perfect addition to the Duomo Area’s vast array of high-end stores, Excelsior Milano is a true hub of luxe and features cosmetics, apparel, shoes and accessories for men and women. All brands have been sourced by Antonia Giacinti, the savvy buyer of renowned milanese fashion store Antonia, and some of them are exclusive to the store and even to all of Italy. We’re talking a fantastic mix of exclusive brands such as Helmut Lang, 3.1 Phillip Kim, Haider Ackermann, James Perse and Earnest Sewn, and for those with a craving for trophy shoes there’s the exclusive Manolo Blahnik shop-in-shop.

And because one can work up quite an appetite when hunting for new trophies, shoppers can either indulge in delicate designer Macaroons at the Ladurée Corner or check into the Eat’s bistro if the appetite is more voracious. Located directly below is an exclusive food haven, brimming with a wide variety of cheeses, fish, meats, fruit and vegetables, ready-to-eat gastronomic specialities and wines from italy and abroad. There’s even a corner dedicated to show-cooking and a wine cellar that offers 46 different top wines through a clever machine specifically designed for tasting wines by the glass. Plans have already been rolled out to open additional excelsior milano concept stores in verona, padua and naples.











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