Ralph Lauren closes Milan flagship store and experiments new concept
Ralph Lauren has chosen Milan to experiment a brand new luxury retail concept, the height of the VIP customer from all over the world. In the Milan headquarters of Via San Barnaba 27 will debut an exclusive space, with one-to-one services to customers “who can appreciate real luxury.”
The space of 1,100 square meters will replace the megastore’s American label located on the corner of Via Montenapoleone and Via Baguttino, which will be closed in June.
Customers will be able to shop by apppointment and will benefit from the highest level of service. There will be su-misura services and well as dining facilities.
The venue will also host trunk shows, held after the presentations to the press, with the ability to create capsule collections tailored to meet the individual needs of customers.
“I wanted to create an elegant custom experience for my client best international – said Ralph Lauren – that could represent a new expression of luxury.” And the choice fell on Milan because “the city hosts consumers can better appreciate art and craftsmanship.”
Should the project be successful, the concept could be exported to other markets.