While most fashion designers are currently opting for temporary, so-called 'pop-up stores' to promote their clothes, the Italian luxury brand Trussardi 1911 has a different concept up its sleeve: a store uniting its own fashion, design, art and gastronomy.
While the concept of the concept store isn't new at all -- Colette in Paris, Corso Como in Milan and Dover Street Market in London are just a few examples of popular shopping destinations that combine all these disciplines -- the opening marks the first time that all aspects are catered for by just one brand.
On 400 square meters, the ground floor of the historic Trussardi building on the Piazza della Scala bursts with books and magazines as well as home accessories, furniture and of course the brand's fashion collections. A café and a florist selling exotic orchids are also based here, maybe inspired by the Merci concept store in Paris.
In addition to the boutique set-up conceived by artistic director Milan Vukmirovic, the building also hosts Il Ristorante Trussardi della Scala on its first floor, the label's restaurant that was re-decorated and received two Michelin stars in the 2009 guide.
Trussardi 1911 concept store: 5, Piazza della Scala, Milan
Open: Monday - Saturday, 10am to 10pm