Shop opening

4 in Galleria del Corso in Milan: in the space formerly occupied by the Excelsior cinema, the Gruppo Coin is opening a store dedicated to fashion, food and design.

Four thousand square metres will soon become the new point of reference for Milanese shopping. To be opened in the centre of the Lombardia’s capital, in a space formerly occupied by the Excelsior cinema – from which this new space took its name – is a concept store from the Coin Group (Gruppo Coin).

Jean Nouvel has got hold of a key location in the urban Milanese space, seven floors conceived for a target audience that is a cross section of ages, genders, social backgrounds but always with a passion for fashion, curious and cosmopolitan.

While the basement will be dedicated to Eat’s Store, with numerous ‘guest chefs’ invited to get involved, the Ground Floor, overlooking the Galleria del Corso, is planning a {Beauty space}}, a corner of flowers, patisserie Ladurée, a Tiffany store, the brand’s first within a multibrand store in Italy, and a Valextra, as well as a new generation design bar destined to become a meeting point for Milan’s most fashionable.

While the first floor is dedicated to American fashion brands not yet sold in Italy, mixed with Home Design by Skitch designs and a limited edition Borsalino made exclusively for Excelsior, the next three floors will become the kingdom of Milanese boutique, Antonia, loved by international fashion communities, which here will sell labels such as Maison Martin Margiela, Dries Van Noten, Marni, Balmain, Marc Jacobs, Proenza Schouler, Neil Barrett, Band of Outsiders, to name but a few.

And on the top floor dedicated to accessories there will also be ‘shop in shop’ dedicated to Manolo Blahnik, which is sure to delight his many fans. Excelsior Milano will soon be open in other Italian cities, with new stores aimed at revitalising many other key locations in urban environments, providing a new shopping experience.

Stefano Guerrini © modemonline.com