Trussardi, informal luxury
The Concept Store Trussardi 1911
On Piazza della Scala, in Milan, right next to the theatre, lies a monumental curved door, made of natural brass (resembling the hotel that until the Thirties used to lie on this place) presenting to the world Trussardi 1911.
The concept store Trussardi 1911 is the first boutique of the maison entirely dedicated to lifestyle with a sophisticated selection of accessories of men and women collections, households (candles and furnishing) but also magazines, newspapers and art publications to comfortably leaf through at a table.
A section of the space, with a seven-marble qualities wall on the background, coming from India, iran, China and South America, is dedicated to flowers: clients can admire a rich variety of orchids exclusively distributed by Trussardi 1911. The new concept store is open at night as well: it’s open everyday until 10 pm. Conceived and designed by the creative directore of Trussardi 1911 Milan Vukmirovic, able to interpret with his contemporary sensibility the excellences of the maison of the Greyhound, the new shop re-creates all the ground floor of Piazza della Scala.
The Café Trussardi as well, inaugurated in April 2008 (with the déhors designed by the architect Carlo Ratti and the vertical installation of green created by Patrick Blanc) now unites and shares its spaces with those of the boutique, creating a unique 400 s-m environment whose floor is made of over a thousand wooden staves painted with craftsmanship. On the first floor of the building lies the restaurant Trussardi Alla Scala, decorated with two stars from the Michelin Italia 2009 guide book, which has recently re-opened after a complete restoration.
Each of the group activity is directed by a young international talent: Milan Vukimirovic, creative director of Trussardi 1911, Massimiliano Gioni, artistic director of the Foundation Nicola Trussardi, Andrea Berton, director of the restaurant Trussardi Alla Scala and of the Café Trussardi. All the activities are created and coordinated by Beatrice Trussardi, who is managing director and head of the group. In particular, in fashion department, Trussardi 1911 represented for the group a great revolution but is a synthesis of the values that have always characterized the Trussardi world: craftsmanship, made in Italy production, use of prestigious materials, definition of the cuts, care of the tiniest details but also an eclectic and contemporary taste redefining the idea of luxury.
Milan Vukmirovic represents a way of working very close to today’s rhythms and values: as a designer, director of a magazine like L’Officiel, buyer for a multibrand like The Webster in Miami and as a photographer has a wide overlook over all the variables of the fashion world. It’s rather the perspective and the outlook rather than Trussardi’s taste that have changed: Trussardi today is much closer to new generations whose values he represents (mobility, eclecticism, speed but also the great care for details and the taste for prestigious craftsmanship) and it is a luxury brand whose quality is easily be recognized.
Besides Trussardi 1911 there are Tru Trussardi and TJ: both expressing a more informal world, the former dedicated to the city and its rhythms, with its soft but elegant style, the latter for the spare time. Variety is one of the elements of the winning formula by Trussardi: each moment of the day and each occasion can be accompanied by a Trussardi experience.
The restaurant Trussardi Alla Scala is acknowledged as one of the greatest experiences of the new Italian Cuisine and, while it has been growing within its own walls cultivating an informal, elegant and cosmopolitan environment, it has also contributed to renovate the centre of Milan, offering a new outpost of absolute quality. The chef Andrea Berton has been able to combine experiments with a certain rigour in his proposals: the restaurant Trussardi Alla Scala is, in fact, a place where the culinary technique is never showed off and where the pure taste gets the better of complexity or of the research per se.
One of the keys to the success of the restaurant Trussardi Alla Scala has obviously been placing again the clients at the centre of the gastronomic experience: The great novelty of the restaurant has been the recent restoration of the room to make it even closer to the new identity of the brand. With a new inspiration, taken from the urban atmospheres of the contemporary world, the clients can now choose whether to spend the evening looking out on the spectacular view of Piazza Alla Scala, comfortably seating on soft armchairs, or in a more dynamic environment, right at the centre of an open kitchen with a monumental golden wall in the background. It is very important for Trussardi to keep the public away from the idea of a classic starry restaurant where one can almost be in trouble because of the gastronomic research.
Eventually the Trussardi Foundation is currently busy organizing a project which is still at an early stage when it’s preferable not to spread news. The Foundation became popular in the city because of quick and sudden events, but also because of more private and introspective projects, like the last exhibition at Palazzo Dugnani showing the films by the English artist Tacita Dean. The Foundation has a gipsy and varied identity that led it to gain over the past years an important role not only among the institutions of contemporary art in the world, but in the collective imaginary of the city.
Alessandra Iannello
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Tags: Andrea Berton, Beatrice Trussardi, Café Trussardi, Carlo Ratti, China, concept store Trussardi 1911, craftsmanship, flower, Foundation Nicola Trussardi, India, iran, L’Officiel, made in Italy production, Massimiliano Gioni, Miami, Michelin Italia 2009, Milan, Milan Vukmirovic, Palazzo Dugnani, Patrick Blanc, Piazza della Scala, restaurant Trussardi Alla Scala, South America, Tacita Dean, The Webster, Theatre, TJ, Tru Trussardi, Trussardi, trussardi 1911, Trussardi Foundation
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