CURIEL NEW CONCEPT

Curiel has long been a cornerstone of Milanese high fashion, renowned for its exquisite gowns worn by the city's elite for the grand opening of La Scala, Italy's most prestigious opera house.

This illustrious heritage served as the main ingredient for our design concept, influencing the store's materials and form.

A modern interpretation of the sipario - theater stage curtain -, a shimmering metal mesh opens onto the main space, the foyer. This visual cue entices customers towards the VIC room, where a contrasting color palette and plush red velvet further underscore the theatrical connection.

The meticulously curated main space showcases Curiel's iconic dresses, with strategically placed focal points throughout the shopping journey. A harmonious atmosphere is established by the careful integration of diverse materials and textures within a cohesive color scheme.

Warm wood, ivory-hued plaster, ornate ceiling stucco, and a sparkling crystal chandelier evoke the brand's haute couture heritage. 

The fitting rooms elevate the customer experience. Reminiscent of the opulent palchi - boxes - at La Scala, these private havens feature built-in screens where clients can enjoy a ballet or opera while trying on their selections.

Custom-designed VIC sofas and armchairs echo the Curiel monogram, forging a powerful visual link between the brand's legacy and its contemporary identity.