Manuel Ritz Boutique

From January the 16th, at 1 of Via Solferino, in the heart of Brera, Manuel Ritz opened its first flagship store.  The project, assigned to the prestigious Milan-based architecture firm Storage Associati, reflects a desire to showcase some highly recognisable and personalised collections through the rigour of the forms that permeate the entire space.

Its a rigour that expresses an elegance envisaged through a softer setting, where the strength of the concrete is mitigated by welcoming viscose and cotton carpets, bordered by hot, smooth steel. Tradition and innovation combine at every turn, thanks to a harmony between rigorous forms and iconic references to Italian classic style, reinterpreted through furnishings such as a shirt counter, made entirely of glass to symbolize a perpetual evolution, drawing on the past to construct the future. Then there are the rounded central seated areas, in copy paper blue for the casual area, and camel for the formal area. These are reminiscent of the meeting places of the 1920's, one of the most influential decades that would define the features of Italian male elegance.

This stylish experience is amplified by oversized wardrobes that are used for the exhibition space, consisting of shelves and racks. Through an intelligent overlay of materials, these reveal the soul of a man who has profound roots in formality, seen through chromatic tones, slim forms and colour contrasts. The strong material nature of the viroc composite is arranged with the lightness of the wooden panels on the interior of the casual cabinets, creating an unprecedented layered effect. While in the classic wardrobe, the undertones of the micro-perforated okumé wood places the emphasis on a graceful elegance that can never be taken for granted.

This opening represents the brand's full maturity on the path towards retail distribution, as well as the first step to a strategic plan for growth into international markets. A shop designed as a real medium for communication, to express the complexity and maturity of the collections, and showcase a brand that has much to say about a total look and a lifestyle.