Ralph Lauren is betting against the crisis in the shops and will open a new “home” for his customers from 24 November in via della Spiga in Milan. Four floors, of which the last two are dedicated to the elegant and casual woman, with an internal garden and a bar-restaurant on the ground floor as in Paris, New York and Chicago.
The return takes place six years after the closure in via Montenapoleone and the idea is to offer a warm and welcoming place of refuge from the city. The materials of limestone, terracotta and wood, the recovered parquet floors, the fireplaces, the carpets and the Scottish fabrics have been chosen to recreate the interiors of a residence between the unforgettable New England and Milan, where the gem is the bar in wainscoting with white-jacketed staff ready to serve Manhattan, Moscow Mule, Margarita and Negroni. Among the dishes on the menu are cocktail of prawns, tuna tartare, roast beef with goat cheese, crab with avocado, fillet salad and classic burgers, steak of salmon from the Danish island of Faroe and roasted cauliflower.
“There is something about Milan that moves me: its timeless beauty, its winding cobbled streets, the patina of the ancient facades, the sound of the bells that mark the time of day and a way of life steeped in traditions – has pointed out Ralph Lauren -. These are the things that inspired me to share my world of fashion and hospitality in the heart of Milan, in the beauty of a Milanese residence, and in the bar where you can get together and enjoy a morning coffee or an evening aperitif in the intimacy of a romantic courtyard ». And it is no coincidence that the latest film campaign of the Purple label men’s and women’s collection is set right under the Madonnina.
The new store, one of the few flagship stores in the world, can be visited virtually and can be purchased online with an immersive experience. The project is part of the international expansion strategy of the American brand, which in Italy is present with smaller points in Turin, Bergamo, Padua, Bologna, Rome, Palermo and Catania, and in the world it has also launched a series of cafes from New York to Munich. of Bavaria, from Honk Kong to Tokyo.