Home » Hermès invests in Milan: the surface area of ​​the Monte Napoleone boutique has doubled

Hermès invests in Milan: the surface area of ​​the Monte Napoleone boutique has doubled

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Almost a thousand square meters in the most coveted block of Via Monte Napoleone. Fifth Hermès boutique in the world by size, second in Europe after Paris. The largest investment of the French fashion house in 2021 and, last but not least, as Mayor Beppe Sala said, “a sign of confidence in Milan, in its history and in its resilience”. Hermes inaugurated on Thursday 8 July the shop in the most famous street, in Italy and abroad, of the Milan fashion district, open to the public the following day, with a permanent staff of over sixty people and after renovations that lasted ten months, which have revolutionized the interior, doubling the sales area.

Florian Craen, Hermès vice president of sales & distribution, prefers not to speak of restructuring, but of rebirth and transformation, of new life: words that are certainly more appropriate and in tune with the current historical moment of transition – we all hope – from the darkness of the pandemic to strength to redesign the future.

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Hermès moved from nearby Via Sant’Andrea to Monte Napoleone in 2013. Isn’t the life of a boutique getting too short?

For Hermès, time is not an enemy, but an ally. Each of our creations ages very well and almost always improves with the years. Bags are a good example, certainly not the only one: they are handed down from generation to generation (and set records at auctions, as only happens to haute horlogerie, ed). We dedicate many craftsmen to repair service and sav, the after sales service. The stores basically have the same philosophy, albeit with the necessary differences. We were reluctant to renovate Milan after less than eight years, but when the owner of the property offered us the possibility to grow in height and we realized that we could double the surface, it seemed an opportunity not to be wasted, precisely in a long-term vision. Italy is strategic: the pandemic has shown how loyal and assiduous the local clientele is. Not only that: we are a proudly French maison, but everything that is not made in France, like shoes, is made in Italy.

In the boutique, the handcrafted details, the warm materials with an antique flavor are striking, such as wood and the “Fonte” marble, so called because it is used for baptismal fonts. Technology, if there is one, cannot be seen. Is it because the project started in the pre-Covid era?

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