Damiani debuts new store design concept in Milan

The new architectural concept created for Damiani boutiques was unveiled on Oct. 9 at Via Montenapoleone 10 in Milan. Antonio Citterio was vested with the task of creating Damiani’s new image. After Via Montenapoleone, his concept will likely be used at Damiani boutiques around the world.

This new architectural interpretation reasserts Damiani’s natural calling to merge classic with contemporary, in close correlation with the unmistakably distinctive identity of the brand, the company said in a statement.

The new Milanese Boutique is situated within a sophisticated and elegant building that extends over a total of 2,370 sq.ft. on two floors, around three sides and with some 130 linear feet of window displays.

From its position on the corner of Via Montenapoleone and Via Sant’Andrea, one of the most ostensible and well-known crossroads in the world, the new Damiani Boutique decor exudes stylish taste through the choice of display cases and the use of exquisite natural materials, the company said.

The concept is designed to intensify and exalt the shimmering design of Damiani’s jewelry and watches, the real stars of the show, the company said. Damiani’s designs will be set inside crystal cases resting on wall-mounted wooden cases. “The simplicity of these structures belies the complexity of the mechanisms underlying them.”