In the heart of Brera, Milan’s most evocative and dynamic district of design, Lanerossi has opened its first monobrand store.
Lanerossi has chosen Milan as the showcase for the impeccable quality and beauty of its products, in a space destined to become a new reference point in the city for clients, passers-by and lovers of design.
This is a fundamental step for Lanerossi, whose history across the last century has been closely tied to the city of Milan, from the company’s participation in the first Triennale Exhibitions held at the Palazzo dell’Arte since 1933. Lanerossi also chose Milan for the launch of advertising campaigns, beginning in the 1960s.
With its windows facing Via Mercato, the new Lanerossi store created by ThirtyOne Design, the studio founded by the designer Claudia Campone, provides a versatile setting conceived to offer constantly updated suggestions for customers.
The themes of intertwining and fastening, intrinsic symbols of the brand, take form in the store to narrate the tradition and the value of experience with an eye on the future.
The concept is based on the underlying characteristics of the company, a combination of manufacturing heritage and avant-garde technologies.
The large area on the ground floor hosts the latest collections of plaids, blankets, bedspreads and cushions, together with the bestsellers, while the mezzanine contains a meeting area.
The entire palette of colors chosen for the project includes tones inspired by the territory of Vicenza and the company. An iconic spiral staircase, suggesting the image of a blue thread on a bobbin, connects the two zones, becoming a protagonist in the space.