MILAN — Blumarine is seeing “La vie en rose” with its new store in Milan.
Nestled in the Brera district, at Via Fiori Chiari 28, the space that is to be unveiled on Friday evening — following the brand’s fall 2026 runway show scheduled at 12:30 p.m. CET — is to be marked by pink-hued interiors aligned with the vision of creative director David Koma.
“Opening the Blumarine store in Milan feels really special,” said Koma. “It’s exciting to bring the brand’s codes into a physical space translating femininity, sensuality and modern energy into something people can actually walk into and experience.”
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Officially opening to the public on March 6, the 1,829-square-foot space spanning a single level and featuring five large street-facing windows was conceived by the NM3 studio, which reinterpreted Blumarine’s aesthetic through an essential and modular language.
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The interiors are defined by a combination of materials, ranging from travertine and black leather boiserie accents to glass inserts and satin-finished steel for the custom-designed hanging rails.
The naturally lit entrance hall welcoming visitors stands in contrast to the deeper tones of the spaces beyond. A travertine wall separating the two areas is a standout element, with the stone’s natural pores, filled with pink grout, becoming a distinctive feature.
Beyond this partition, the mood gets more intimate, with fitting rooms accessible through a corridor lined with pink glass boiserie, which allows light to filter through while softly shielding the interior from view. The area is rounded out by carpeting in the same hues and bespoke lighting design.
The store will additionally host a temporary installation by artist Daniele Milvio. When unlit, this appears as a mirrored surface, while once activated, it transforms into a luminous device.
The Milan unit will add to an existing store in Rome and will highlight the best-performing product categories for Blumarine, including dresses, signature knitwear and denim.
These clusters will remain the priority going forward, as Marco Marchi — founder of contemporary label Liu Jo and president of the Exelite group, which acquired Blufin, the parent company of Blumarine — underscored in an interview to WWD earlier this month that the goal is “to give our hero categories more space and attention” before embarking in any assortment expansion.
As reported, Exelite has recently taken over the management of Blumarine through a master licensing agreement covering the production, promotion and distribution of all product categories previously handled by the brand’s parent company Blufin, including the management of the associated existing licenses. These include deals for categories such as eyewear, kidswear under the Miss Blumarine banner, home textiles and wallpapers.
“There’s still a lot to do, but we’re extremely positive about this journey and that’s why with determination and some courage we decided to open a flagship store in Milan.…It was time to give credibility and visibility to [Koma’s] work,” said Marchi at the time.
Koma’s appointment in July 2024 — when he was called to succeed Walter Chiapponi, who exited Blumarine after only one collection — was intended to raise the global profile of the brand.
The Georgian-born, London-based designer, whose first collection at the brand bowed for pre-fall 2025 in January 2025, was the ideal candidate for Marchi due to his background.
“He comes from a melting pot of culture and creativity. He took over a brand that has a very different aesthetic from his own and has refreshed it immediately, with a great respect for the Blumarine codes, this South European femininity and sensuality, use of colors and embroideries — all this sophisticated part, but without [making it corny],” Marchi said. “As a customer best put it, he maintained the brand’s ethos but gave it a scratch, a modern edge.”
Following the Milan opening, Marchi is eyeing an outpost in Dubai, as part of an expansion plan that will be also supported by online sales both through Blumarine’s own e-commerce and partnerships with key marketplaces such as Mytheresa and Revolve. Blumarine currently counts 200 doors worldwide, including corners at the likes of Rinascente, SKP, Shinsegae, Hyundai Department Store and Lotte Avenuel World Tower, among others.