Missoni has long been celebrated for its vibrant patterns and craftsmanship, and now the brand is bringing its signature aesthetic to a permanent space. The first Missoni home store opened in Milan during Design Week, marking a new chapter for the label. Located at 9 Via Solferino in the artsy Brera neighborhood, the 1,188-square-foot (110 m²) store represents a strategic move to elevate the brand’s home collection within the luxury lifestyle sector.
Creative director Alberto Caliri has played a pivotal role in shaping the direction of the store. Caliri took over as Creative director of Missoni last October, succeeding Filippo Grazioli. He knows the brand well, having first joined Missoni in 1998. In May 2021, he became interim Creative director after Angela Missoni. In 2022, he shifted his focus to the home collection, taking it in a new direction.
Studio Lit designed the new retail space specifically to highlight Missoni’s fabrics and patterns while respecting the historic character of the building. Original architectural features, including iron and brick vaulted ceilings and Liberty-style column details, remain intact and are now complemented by contemporary metallic elements.
A striking deep red accent color unifies the space, appearing in ceiling treatments and column chapiters. Niches throughout the boutique display specially designed Missoni wallpaper, created in collaboration with Jannelli & Volpi.
Bringing production in-house was critical for Missoni. After acquiring longtime licensee T&J Vestor in 2020 and textile manufacturer Tricotex Srl last year, the brand now controls every step of its home collection’s creation. The move ensures quality while boosting margins and reinforcing Missoni’s reputation for artisanal excellence.
Unlike previous years, Missoni opted not to exhibit at the Salone del Mobile, preferring to establish its independent presence in the heart of Milan’s design district.
