LARUSMIani FLAGSHIP STORE
CLIENT: Larusmiani
LOCATION: Milan Fashion District
CONCEPT DESIGN: Sirio Barillaro Studio
INTERIOR & RETAIL DESIGN: Sirio Barillaro Studio
ARCHITECTURE & INTERIOR DEVELOPMENT: Benedetto Camerana Studio
Project
The new Larusmiani store in Milan represents the most significant project among my recent works, as it involved a complete rebranding, as well as the development of the concept and retail design.
Starting from the brand’s history, rooted in Milan since 1922 and leading up to its current generational transition, I carefully analyzed all these elements to highlight its strengths and distinctive features that make it unique. By defining the key strategic themes of the concept, I ensured they were immediately visible before conducting in-depth research on images, colors, and materials. Subsequently, I designed the spaces, balancing the integration of the brand’s “codes” with commercial needs.
Given the store’s strategic location, situated between Gucci and Chanel in Milan’s fashion district, together with Guglielmo Miani, we seized the opportunity to create something unique by dedicating the storefront to the display of a museum-grade vintage car, as a reminder of the brand’s connection to the automotive world. From this shared idea, the permanent project “THE AUTOMOTIVE GALLERY” was born, inspired by art galleries.
Courtesy of Larusmiani archive
Concept
This project stemed from the ambition to highlight the distinctive traits and peculiarities of
the brand, elevating it through a radical process of renewal and experimentation with new concepts, materials, and colors more closely linked to the world of design, and moving away from the usual aesthetic stereotypes associated with a traditional menswear lusury store.
The main goal was to create a space that opens the doors to new and contemporary narratives aimed at the future to establish a direct dialogue with the target audience.
The first step was a complete rebranding, which served as the foundation upon which to build a new visual identity capable of showcasing the strengths and differentiation of the brand from other fashion labels while emphasizing the features that make the brand unique.
The BOTTEGA
The Bottega is another key element of the concept, housing all the Gentleman Essentials, accessories handmade by master craftsmen.
I designed this space with the intention of preserving this ancient craftsmanship. I wanted to create an environment that recalls the historic Milanese workshop, which was located at the back of the store, where all the products were handcrafted. A precious value to be preserved over time. Compared to the historic workshop, I opted for a more contemporary aesthetic with clean lines to convey the craftsmanship of the past adapted to the needs of contemporary living.