Balmain inaugurated its first Italian store in the Lombard capital, the second in Europe, focusing on entertainment

The Balmain store, open at the turn of the Milanese design week, covers an area of ​​280 square meters on two levels at the 27D street of Via Montenapoleone, and houses the apparel and accessories collections for women, representing the second European boutique directly managed after the Paris one.

“We have built – explained to PambiancoTV Massimo Piombini, a Balmain CEO for a year – an experience of virtual reality, ‘My city of lights’, which allows you to enter the creative world of Olivier (Rousteing, creative director of Balmain, ed. ). Customers have the opportunity to make this virtual journey of about two minutes in the store “.

The project, created in collaboration with Oculus, will be available until April 29th in the boutique in the Quadrilatero before arriving, also coming from Europe, in other stores of the brand owned by the Mayhoola group.

“Among the various things we are working on is the construction of an engagement with customers with instruments other than canonical ones.

The traditional communication model is a bit ‘in crisis, we are all looking for activities that create authentic engagement with the consumer.

We are building this new strategy based on the concept of entertainment, virtual reality starting from the Milan store is the first step “, explains Piombini. The concept of the boutique is inspired by a typical Parisian particulier hôtel and will be replicated in the next openings.

The creative director of Balmain Olivier Rousteing, together with Studio Amw, worked on the project.

“With the store – he said in turn Rousteing, which boasts almost 5 million followers on Instagram and collaborates with celebrities that include the premiere dame Brigitte Macron, Rihanna, Kim Kardashian and Beyoncé – I could really push the image of the brand not only through the collection, but also with the architecture, outlining the spaces in which the garments and accessories are presented.

I’m happy because the store reflects the image of Balmain: luxury, quality, couture, mixing the traditional French taste and the modernity of my generation, with the intervention of virtual reality.

Today we are experiencing a time when customers buy and see fashion in another way than 10 years ago, we must be ready to listen to the new generations “.