Visionnaire's flagship store in Milan, the international hub for the six directly operated boutiques in London, Dubai, Miami, Los Angeles, Hong Kong and, soon, Shanghai, has recently undergone a major transformation. Its new inauguration, which took place in the first months of the year under the artistic direction of Eleonore Cavalli, marks a decisive step in the evolution of the brand. This renovation not only strengthens its global strategy, but also expresses a stylistic growth in tune with contemporary needs. The new space embodies the Italian essence of the brand, creating a bridge between artisanal tradition and an international vision capable of interpreting the trends of the present.
More than a simple renovation, this project represents a true rebirth inspired by the symbolic journey towards Agarthi, a metaphor for exploration and inner discovery. After twenty years of interaction with customers and construction sites, Eleonore Cavalli has rethought the spaces of the former Cavour cinema, designed in 1962 by Vittoriano Viganò, transforming them into an experiential itinerary made of immersive stops. Each environment is designed to surprise visitors, offering a visual narrative that tells the soul of the brand and its deepest intuitions.
A Journey of Discovery
More than a simple showroom, the new store presents itself as an experience of knowledge and awareness. The path is divided into three levels, each characterized by materials and architectural details that define its uniqueness. Access is through an entrance gallery, while a majestic staircase introduces the dimension of the descent, a symbol of introspection and self-discovery. The selection of materials, with a strong emphasis on natural stones, and the use of innovative colors contribute to creating a harmonious and engaging sensorial experience.
The use of color is an integral part of the concept: from the light blue tones of the entrance we move to emerald, which accompanies the downward path and recalls regeneration, until arriving at the warm tones of mocha mousse, inspired by clay and earth. Finally, the neutral shades of beige dominate the central area, the beating heart of the brand, evoking balance and continuity. A chromatic dialogue that guides visitors through a visual narrative capable of evoking imaginary worlds and dreamlike suggestions, while at the same time paying homage to the cinematographic memory of this historic place.
A Link to the Past
The project keeps alive the bond with the history of the building, transforming the central space into a stage dedicated to artisanal excellence. Here, the talent of creatives, tailors and artisans is expressed through high-quality workmanship, in a celebration of craftsmanship and tradition. Cinema, a founding element of the place, is honored with a large screen whose flexible structure follows the roundness of the space, recalling the fluidity of the brand's vision.
This circular shape is a leitmotif of the showroom: from the semicircular entrance door to the asymmetrical staircase, from the curved walls to the sinuous material structure in lime that overlooks the steps. The bistro, conceived as a corner of refreshment and meeting, fits into this harmonious frame with an enveloping design that promotes conviviality and well-being.
A Unique Vision
Visionnaire stands out not only for its design approach, but also for the philosophy that permeates the brand. Here, the products are not simple design objects, but real “artefacts”, a term that underlines the importance of craftsmanship and sartorial care, key elements of its identity. Customers themselves become ambassadors of the brand, sharing its values and recognizing themselves in its refined aesthetics.
A distinctive element of the renovated showroom is the Wunderkammer, a space dedicated to the meeting between art and design. With this new vision, the Wunderkammer is not limited to an exhibition area, but spreads throughout the showroom, accompanying visitors on a journey of discovery through the collections and inspirations that give life to the brand. The result is a cohesive environment, in which every detail is designed to offer a unique aesthetic and sensorial experience, in perfect harmony with the philosophy of Visionnaire.
