A visionary transformation: the reinvention of a Milanese flagship showroom
Visionnaire Milano has undergone a striking transformation, setting a new benchmark for its six other boutiques in London, Dubai, Miami, Los Angeles, Hong Kong, and soon, Shanghai.
Under the creative direction of Eleonore Cavalli, Visionnaire’s Art Director, the Visionnaire Milano showroom restyling not only reinforces the brand’s global positioning but also reflects its stylistic evolution. More than a simple renovation, the redesign signifies a rebirth—an artistic and conceptual journey inspired by the legendary exploration of Agarthi, symbolizing a quest for hidden beauty and heightened awareness.
Cavalli has reimagined a space originally conceived in 1962 as the Cavour cinema, designed by Vittoriano Viganò. Today, the showroom has been transformed into an experiential journey, guiding visitors through a series of immersive environments that unveil the brand’s creative visions and inspirations. According to the brand, “this transformation is more than aesthetic; it is an intellectual and sensory experience“. The redesigned showroom unfolds across three levels, each meticulously curated to engage visitors in a progressive narrative.
The Visionnaire Milano’s entrance gallery serves as an initial threshold, leading to a grand staircase that symbolizes descent—a metaphor for self-discovery at the core of the showroom’s concept. The interplay of materials, architectural forms, and colors fosters an immersive experience, blending Italian craftsmanship with a global design perspective. A chromatic journey enhances the spatial design, evoking a sense of movement and transformation. From sky-like hues at the entrance, the color palette transitions into emerald green—a nod to renewal—before descending into rich mocha mousse tones, reminiscent of the earth’s clay core.
This visual narrative culminates in soft beige shades within the central area, representing the heart of the company. Through these deliberate choices, the space takes visitors on an introspective voyage, reconnecting with the essence of beauty, creativity, and heritage. As a tribute to the location’s cinematic past, the central space remains open, serving as a contemporary stage for high craftsmanship. This area is dedicated to artisans, tailors, and creatives, reinforcing the brand’s commitment to artistry and innovation.
A striking feature of the Visionnaire Milano showroom is a large screen with a fluid, organic structure—eschewing rigid conventions in favor of rounded forms that echo the natural world. Roundness becomes a defining element throughout the space: from the curved glass and metal entrance door to the asymmetrical staircase, from gently contoured walls to the organic lime structure that cascades above the steps. This seamless flow of form and function creates an environment where design and storytelling converge. Adding to the showroom’s immersive experience is a sophisticated bistro, designed as a space for gathering, reflection, and culinary discovery. Enveloped by curved, sensual walls, the bistro exudes warmth and intimacy, inviting guests to pause and indulge in moments of conviviality.
The brand’s philosophy extends beyond aesthetics to embrace language and identity. At Visionnaire, products are not simply “products” but “artefacts”—a term that underscores the artisanal craftsmanship and haute couture ethos that distinguish them from mass-produced design. This perspective aligns with the teachings of Ugo La Pietra, whose concept of “Fatto ad Arte” (Made by Art) emphasizes the artistic integrity inherent in every creation. Similarly, clients are not just customers but “ambassadors” of the brand, embracing and representing its values.
Many are collectors who find a natural affinity with the company’s Wunderkammer—a curated space that extends beyond conventional boundaries to offer a multi-sensory exploration of art, design, and architecture. This concept is further reinforced within the redesigned showroom, where the Wunderkammer seamlessly integrates into the visitor’s journey, revealing unexpected yet deeply resonant artistic expressions.
The newly reimagined Visionnaire Milano showroom stands as a testament to the brand’s dedication to innovation, craftsmanship, and the enduring dialogue between art and design. A place where past and present converge, it invites visitors into a world of refined beauty, creative exploration, and boundless inspiration.
