With the opening of the new Dolce & Gabbana flagship store in Milan Via Montenapoleone 4, the Italian brand unveils an evolution of the concept.

“We opened our first boutique in Via Montenapoleone: a dream that wasn’t in our initial plans, but it’s a challenge for us, an honour and a responsibility. We saw the store when empty, and we fell in love instantly… we wanted a new boutique, different, strong, but recognizable. The idea was to explore our DNA with a technological approach with true creative freedom,” said Domenico Dolce and Stefano Gabbana.

For the Dolce & Gabbana flagship store in Milan, Gwenael Nicolas, founder of the Curiosity Architectural Studio, was asked to interpret the different souls of Dolce & Gabbana and to bring them to life with technological and creative spirit in one of the most prestigious 19th century aristocratic palazzos of Milan. The space blends baroque style and the sleek simplicity of modernism: this contrast becomes the ideal scenario for appreciating the sophistication of each garment and accessory on display. The white ceiling, reminiscent of the ‘60s, features lighting that illuminates the collections on display, making each garment unique and defining a strong contrast between the green marble and onyx. The lava stone floors are a classic Dolce & Gabbana element. The ceiling on the top floor blends technology and classicism: three-dimensional metal panels create a pattern and descend with an automated mechanism to form special rooms within the space.

The new boutique has two floors for the womenswear collections, accessories, fine jewellery and watches, and one floor is dedicated to menswear. An imposing green marble staircase leads to the first floor, which is dedicated to menswear, and to the second floor that is home to eveningwear and jewellery.

Everything in the boutique revolves around two elements: green marble and briar-wood. The choice of the colour green, which is unusual for Dolce & Gabbana, comes from a long study of colours and their emotional impact. Green is the colour of chlorophyll and a symbol of rebirth that maintains its original connotations. Briar-wood is a symbol of strength and stability which does not change with time. And all of these elements and symbols can be projected onto Dolce & Gabbana’s new retail strategy.