Monobrand store at Via Gesù 11 On February 23, the masterful craftsmanship of Doucal’s inaugurates a new home in the heart of Milan, reaffirming its commitment to Italian manufacturing excellence and a concept of luxury rooted in authenticity and meticulous craftsmanship.
Designed by the architecture firm Palomba Serafini Associati, the new space is intended to express the brand’s identity: not just a boutique, but a contemporary home where artisanal tradition dialogues with a refined and measured aesthetic.
The space is designed to showcase the Doucal’s collections in a manner consistent with the brand’s values, showcasing the product without ever overpowering it. The showroom design takes shape from a clear, rational, and functional architectural layout, capable of interpreting materials authentically and rigorously.
The artisanal quality of Doucal’s footwear thus emerges without being obscured by decorative excess, finding in the space an ideal backdrop that reinforces its DNA.
Materiality and lightness blend in the new concept: the Vicenza stone floor introduces a strong natural element, while the warm walnut wood, with rounded details that soften the geometric lines, plays a central role in defining an atmosphere of understated luxury.
The gray walls create a neutral and institutional base, upon which warm materials and mirrored surfaces are grafted, amplifying the perception of space. The color palette is essential and restrained: white, blond walnut, stone, and gray are brightened by touches of Doucal’s “golden cream,” the brand’s signature color, used sparingly on the large perforated panel that houses the entrance and logo, and as punctuation on the shelves. Golden reflections, both glossy and matte, emerge from the yellows, adding a note of discreet luxury without ever being overbearing.
“One of the things we enjoy most about our work is the opportunity to explore multiple creative fields in a 360-degree manner. Our forays into the world of fashion have brought us a certain fresh approach over the years and have allowed us to express our opinions on territories that are not normally explored by those in our profession.
Thanks in part to being Italian, we’ve had the opportunity to engage with high-quality companies like Doucal’s, companies that not only offer the opportunity to design a showroom, but also foster a broad, cross-disciplinary dialogue.
This dialogue began with the design of a shoe and has now materialized in a collection of work bags and backpacks that we will present at the upcoming Salone del Mobile,” say Ludovica Serafini and Roberto Palomba.
“Doucal’s was born from a vision that grows over time and translates into concrete projects. We invest in technology, craftsmanship, sustainability, and training because we believe that excellence comes from the value of people and the quality of the environments in which they operate. The new Milan flagship store represents a key step in our international retail development journey and was designed together with Palomba Serafini Associati as a simple, contemporary space, capable of coherently expressing the brand’s identity and enhancing the product without overlap. We are building the future of Doucal’s together, with responsibility, passion, and the pride of bringing Italian craftsmanship to the world.”
Gianni Giannini, CEO of Doucal’s
