MILAN — Miu Miu’s new store concept takes its influence from the gilt of Paris.
The store look, which was unveiled here Wednesday, is drawn from Lapérouse, the famous gilded Paris restaurant spread over 14 rooms, where Miu Miu held its fall show. The brand has relocated its store here from Corso Venezia to a new, L-shape venue that is made up of the former Prada Sport and Helmut Lang stores.
The 2,700-square-foot shop has two separate entryways, one on Via Sant’Andrea for bags and one on Via della Spiga for shoes. The central part is dedicated to women’s apparel.
Sales projections for the first year were unavailable.
Architect Roberto Baciocchi translated Miuccia Prada’s vision of timeless rooms, each containing a different product category, by melding yesterday with tomorrow.
“The new concept and idea of the rooms is part of Miu Miu’s growth process, which started with the relocation of the showroom [it’s now in a Liberty villa] and with the decision to show in Paris,” said a company spokeswoman. “Miu Miu has always been a brand with a strong identity, and even this store interprets its free and independent spirit.”
Sumptuous Italian silk damasks temper the austerity of perforated or undulated steel panels, and mirror-top coffee tables preside over antique parquet floors and ivory rugs. The overall feeling is rich yet light and fresh.
Miu Miu’s former venue will house the Prada Sport line.