Fashion

Dolce & Gabbana launches home furniture line, opens two special stores in Milan


Translated by

Nicola Mira

Published



April 8, 2022

After a slight debut last September in Venice, in Alta Moda gallery exhibition, Dolce Gabbana company entered the home furniture segment by opening the first two stores dedicated to home decor products in the center of Milan. Ambitious project: includes upcoming projects in the US and France, and features home accessories, in-house designed tableware and linens, and a line of licensed furniture for Luxury Living Group (LLG).

Dolce Gabbana company

The Dolce & Gabbana product line is inspired by the Sicilian interior style – Dolce Gabbana company

The luxury brand, led by Domenico Dolce and Stefano Gabbana, has chosen a very distinctive, original style for a line that is 100% made in Italy, featuring typical Mediterranean codes, with fresh colours. bright and lavishly decorated.

Andrea Gentilini, CEO of LLG said: “The initial response was positive, it is a very special collection, with a unique design language not found in the current home furniture lines. now”. The store’s fun and colorful aesthetic is emphasized by the store’s neutral design, with black, white and gray interiors, and Basaltina lava stone floors.

The two collections (home decor and furniture) share the same color scheme and texture, matching four well-defined themes: leopard, zebra, Mediterranean blue, and Sicilian stroller. Second, inspired by the decoration of traditional Sicilian painted trolleys, with floral patterns in vibrant colors such as vermilion, citrus yellow and royal blue, is the theme for which Dolce & Gabbana developed in 2016 in partnership with the Italian luxury homeware brand. Smeg, with this brand has created a wide range of kitchen appliances and appliances, from refrigerators to toasters and kettles.

Dolce & Gabbana’s first home furniture store, directly managed by the brand, is located at 7 Corso Venezia, in Milan’s chic San Babila district. The store, formerly home to children’s and women’s ready-to-wear lines, has now moved to its other stores in the city, via Montenapoleone and via della Spiga 2.

The new store spans over 1,200 square meters on two floors, displaying home and home accessories (candles, vases, plates, etc.) duchess twill, printed quilts, linens, rugs, small lacquered wooden furniture items and more.

The second store is located nearby, at 23 via Durini, and is managed by LLG. It spans over 1,000 square meters over three floors and is decorated in gray and black, in the same style as the Corso Venezia boutique. A giant chandelier takes pride of place in the second store, which showcases the brand’s furniture collections, including sofas, bags, tables and other sumptuous pieces of furniture, reflect the exact same theme as the accessory line.

LLG’s portfolio includes the home decor lines of Versace, Trussardi, Bentley and Bugatti, in addition to the group’s brand new Luxence line. The team signed a 13-year licensing deal with Dolce & Gabbana, going beyond a mere licensing partnership, as Gentilini explains. FashionNetwork.com. “We work on everything with Domenico Dolce and Stefano Gabbana. They are both passionate about design and extremely knowledgeable, engaged and very demanding. Technically, this collection was a challenge, and has led us to innovate in our production process.”

Dolce Gabbana company

Dolce & Gabbana’s home decor range in the Corso Venezia store – Dolce Gabbana company

To reproduce on the table the samples in Mediterranean blue and other colors, LLG had to apply special techniques. Similarly, it used fashion industry methods to precisely calibrate the prints on each textile and similarly for the interior decorations of many pieces of furniture.

“In terms of production, it is certainly more complicated,” says Gentilini, adding that “our products are made in various regions of Italy, depending on the specific craft involved. We have ambitious expansion plans for this line, particularly in the United States, where in July we will open a Dolce & Gabbana Casa in Miami’s Design District. We are also looking into the Middle East and other regions, with single-brand stores we operate directly or with partners, as well as through multi-brand retailers. ”

As a showroom, LLG is sharing the Dolce & Gabbana building through Broggi in Milan, where the brand’s home decor division is headquartered. Each floor of the building is dedicated to one of the four themes that inspire the collections, and also houses design and development offices for both the accessories and furniture lines. Almost 40 people are working on the project and this number will increase.

The furniture line includes about 600 items, and the home decor and accessories line is 1,500. The products in each category are made by traditional Italian artisans, with blown glass objects made in Murano, hand-painted ceramics in Sicily and fabrics made in Como. A total of about 40 artisans produce products for Dolce & Gabbana’s home furniture division.

Regarding retail distribution, the company is planning to open some special stores. In addition to the Miami store opened by LLG, three other stores, all directly operated by Dolce & Gabbana, will open mid-June in Cannes, Capri and Puerto Banús, near Marbella, in Spain. It is also currently in talks with distribution partners, looking to open other single-brand stores or shop at multi-brand retail stores capable of introducing the entire range of home furnishings.

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