The Italian Meta Luxury brand, Visionnaire unveiled its revamped flagship store in Milan recently. The flagship store is the international benchmark for its six other directly operated boutiques in London, Dubai, Miami, Los Angeles, Hong Kong, and soon Shanghai. It has been redesigned under the creative direction of Eleonore Cavalli, Art Director, Visionnaire. This restyling not only strengthens the brand’s global positioning strategy but also reflects its stylistic evolution. The new space celebrates the Italian soul of the maison, highlighting its ability to weave a cultural dialogue with international realities and interpret the spirit of our time. More than just a renovation, it represents a true rebirth of the brand. A project inspired by the legendary journey to Agarthi, a metaphor for an exploration of hidden beauty and an ascent toward renewed awareness.
After twenty years of relationships with clients and construction sites, Eleonore Cavalli has transformed the space—originally conceived in 1962 as the Cavour cinema, designed by Vittoriano Viganò. The redesigned store is a journey made up of various stations, designed to surprise clients and guide them through the visions and intuitions of the brand. The store unfolds through a series of conceptual environments—each defined by materials and architectural details that shape its identity. It is distributed across three levels, designed to lead visitors through a progressive experience. While the first station is the gallery leading to the entrance, it is the grand staircase that truly emphasizes the theme of descent, a metaphor for self-discovery that lies at the core of the new showroom concept. A holistic approach is naturally evident in the selection of materials—especially natural stones—and in the colors, often unexpected and unprecedented.
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By analyzing the showroom through the lens of descent and ascent, a distinct chromatic journey emerges in the spatial design: from the sky-like hues at the entrance, transitioning into emerald green—symbolizing renewal—as one descends, to the mocha mousse tones reminiscent of the earth’s clay core, before returning to soft beige shades in the central area, dedicated to the heart of the company itself. These colors have the power to take us to the essence of things, to let us see other worlds—perhaps even magical ones—thus giving new meaning to the cinematic magic that once filled these very spaces. Almost as if to create a connection with the past of this place—like a contemporary energy portal—the central space is left open to stage the magic of high craftsmanship. This becomes a stage for talent: artisans, tailors, creatives, but also the broader corporate ecosystem.
An open hall dedicated to the sum of human contributions, it deliberately emphasizes the relationship with cinema, enhanced by a large screen whose structure abandons rigid conventions to embrace the rounded forms of both the space and the earth itself. Roundness is a recurring, symbolic element in the showroom: from the curved entrance door, partially made of glass and metal, to the asymmetrical staircase, from the rounded walls to the large organic lime structure flowing above the steps. The bistro is conceived as a place of gathering, pause, and discovery of culinary excellence, immersed in a warm and sophisticated atmosphere. Here, the curved and sensual walls envelop guests, creating a sense of intimacy and conviviality.
The company’s vision is varied in many ways, extending beyond the holistic approach and the use of colors to include, first and foremost, the language itself. At Visionnaire, products are called artefacts because, the term “product” is linked to industry, whereas “artefacts” evoke a strong sense of craftsmanship and haute couture—elements that distinguish them from much of the design industry. Customers themselves become ambassadors of the brand, sharing its values and recognizing themselves in its refined aesthetics. A distinctive element of the renovated showroom is the Art gallery, Wunderkammer, a space dedicated to the meeting between art and design. No longer confined to its usual dedicated spaces, it now extends into the visitor’s journey, offering an immersive discovery of a world that underlies the collections—perhaps unexpected, yet intuitively felt—thanks to the cohesive vision that unites the entire brand.
