In the heart of Milan, where fashion is woven into the city’s cultural fabric, Premiata introduces a striking new expression of its identity with a full-scale takeover of La Rinascente Milano. The historic department store becomes the stage for a sweeping visual transformation, where every surface, pathway, and architectural detail is reimagined through the brand’s contemporary lens.
From the exterior façade to the interior flow of escalators and elevators, the intervention unfolds as a cohesive narrative. Each element is carefully considered, creating a seamless dialogue between space and storytelling.
The result is an immersive environment that invites visitors to step inside Premiata’s world, where design and movement are choreographed with precision.
Color emerges as a defining force throughout the installation. Expanses of monochrome are punctuated by vivid accents, generating contrast and depth while amplifying the brand’s visual signature. This chromatic rhythm guides the visitor’s journey, shaping both perception and emotion as the experience unfolds across multiple levels.
The visual concept is closely tied to Premiata’s Spring/Summer 2026 campaign, shot in the elemental landscapes of Fuerteventura. The raw, textured terrain of the island mirrors the brand’s ongoing exploration of materials and form, establishing a fluid connection between natural environments and constructed retail space.
The imagery integrates seamlessly into the architecture, dissolving boundaries between campaign and setting.
Inside, a modular system of clean volumes and transparent displays defines the layout. Sneakers remain at the center of the narrative, presented as objects of design and innovation. Around them, a refined apparel offering expands the brand’s vision into a complete wardrobe, aligning with a modern, fashion-conscious sensibility.
A dedicated pop-up space on the second floor deepens this experience, introducing a curated selection of outerwear, knitwear, T-shirts, trousers, and accessories. The environment is distinct yet harmonious, reinforcing a cohesive aesthetic while allowing each category to resonate within its own context.
Founded in 1885 in Italy’s Marche region, Premiata continues to evolve under the direction of Graziano Mazza. The brand’s legacy of craftsmanship is enriched by a forward-thinking approach that embraces innovation, material research, and contemporary design. This Milan takeover reflects that evolution, translating heritage into a spatial and experiential language.
At La Rinascente Milano, Premiata’s installation becomes a living expression of identity, where architecture, product, and narrative converge. It captures a moment in which fashion extends beyond the garment, shaping an environment that is immersive, expressive, and deeply attuned to the rhythm of modern luxury.
