The Store
450 m2. Eight large windows. The new Milaura - Milano Dress Code store, which opened in September, captures attention on Corso Garibaldi in a new location right in front of the first store of the brand founded in 2015 by Laura Poretti .
A dynamic, sparkling, energetic concept, where everything is played on geometry and the Milaura logo is the absolute protagonist.
Through the large windows, light filters and illuminates the ground floor, dedicated to sales, where a vaulted ceiling frames the airy and welcoming space. The optical white of the parquet floor and walls combines with touches of fluorescent orange and mustard yellow of the furnishings and lacquered metal displays.
The figure of the circle marks the space. Outside, on the façade, maxi plexiglass marbles enclosing the image of “Milaura,” the iconic doll born from Laura’s imagination, symbol of the playful and fun soul of the brand, capture attention. Inside, the circle returns in the large display that houses a wide selection of gadgets and T-shirts, in the hook hangers and in the embossed stamps that cover the wall of the accessories area.
The “Milaura” doll also becomes the protagonist of the busts with a 3D head designed specifically with a sculptor, as well as of a very colorful allover wallpaper that covers the cash register area and also some displays. A maxi neon sign with one of Laura’s mottos “Smile Is... My Super Power” expresses the sunny and energizing spirit that she wanted to infuse in her new space.
Featuring a combination of yellow and white and soft fabrics, the dressing room area welcomes customers with a sophisticated yet cheerful atmosphere.
The store offers a selection of more than 250 brands , the result of Laura's continuous research, who travels the world every season to discover new brands and new products. A unique and exclusive brand mix, presented alongside the Milaura capsule, which offers iconic garments characterized by refined, evergreen and no-logo elegance.
From the ground floor, a staircase specially hidden near the dressing rooms and covered with the outline doll print leads to a secret room, which is accessed through a circular door covered with a mirrored material. This special and private room was designed to guarantee an exclusive and relaxing shopping moment for the brand's top clients, as well as to host dedicated events and activities at certain times of the year.
And while a background of remixed 80s music accompanies the passing of the days, Milaura offers a unique and unrepeatable shopping experience.
