In redesigning the Milan store, the customer steps into a Los Angeles residential vibe. The light levels, materials and colours create a sunny West Coast Californian feel with the furniture, accessories and art being used to reinforce the lifestyle. We have worked with American artist Kim Knoll to create the powerful pieces seen throughout the store. Customers are greeted by impactful and unexpected denim merchandising which looks and feels lighter and provides an emphasis on the fits and washes that are the signature of 7 For All Mankind, the originators of American premium denim. There is a strong presentation of mannequins with a backdrop of a theatrical curtain, designed to enhance the historical internal architecture. Francesca Toninato, CEO EMEA states “ We have focused on exceptional customer service with a dedicated and spacious lounge area on the ground floor and a private VIP area on the upper floor. The spaces are beautifully detailed, comfortable and have personalized light settings for our customers to use.”

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