Milaura - Milano Dress Code unveils the new store

450 m2. Eight large windows. The new Milaura – Milano Dress Code store, which opened the doors in September, steals the spotlight on Corso Garibaldi with a new location facing the former shop of the brand established in 2015 by Laura Poretti.

A dynamic, energetic concept, capturing the attention with geometric shapes and the eye-catching Milaura logo.

The large windows filter the natural light illuminating the first floor, where a scenic vaulted ceiling frames the airy, cozy space. The optical white of the wooden floor and the walls combines with the neon orange and mustard yellow touches peppering the furniture and the lacquered metallic diplays.

The shape of the circle defines the space. Outside, on the facade, maxi plexi marbles, encapsulating the image of “Milaura,” – the iconic little doll drawn by Laura to symbolize the playful, lively spirit of the brand, take center stage. Inside, the circle returns in the shape of the large displays showcasing gadgets and T-shirt, with the hangers and the details of the textured wall in the accessories area.

The “Milaura” doll also becomes the protagonist of the busts featuring the 3D head conceived with a sculptor, as well as of the multicolor allover wallpaper covering the cash desk and some displays. A maxi neon sign with Laura’s motto “Smile Is... My Super Power”, expresses the sunny and energetic spirit she wanted to inject in her new space.

Defined by a combination of yellow and white, as well as by soft fabrics, the dressing room area welcomes customers with a sophisticated yet lively and cozy atmosphere.

The store offers a selection of over 250 brands, which Laura scouts every season around the world. A unique and exclusive brand mix, presented next to the Milaura capsule, offering iconic pieces characterized by a refined, evergreen and no-logo elegance.

From the first floor, a staircase hidden behind the dressing rooms and covered with an outline version of the “Milaura” customized wallpaper conducts to a secret room, accessible through a circular door decorated with a mirrored material. This special, private room was conceived to guarantee an exclusive and relaxing moment of shopping to the brand’s customers, as well as to host dedicated events and activities.

On the second floor, Laura’s office overlooks the store.
With remixed Eighties’ music in the background, Milaura offers a unique, special shopping experience.