Lanieri opens the new store in Piazza Velasca: made-to-measure elegance in the heart of Milan
Lanieri writes a new chapter in its tailoring history moving its Milan store to a superb location: Piazza Velasca 6, just a stone’s throw from the Duomo. A place where every garment comes to life as the authentic expression of personal style and contemporary craftsmanship.
The new store, laid out over 174 m2 and three floors, looks onto the street with two large windows, offering a brand-new visibility and even closer connection to the city’s vibrant beat. An elegant, modern, sophisticated setting, designed to offer a made-to-measure experience in every detail.
A store tailored for those with a taste for the unique
Every inch of the new Lanieri store has been designed to accompany the customer on a made-to-measure journey, where every fabric, cut, and finish becomes a distinctive element. The walls feature stabilised greenery – an elegant and sustainable design choice that brings nature indoors without the need for maintenance – creating a sense of balance and well-being that perfectly reflects the brand’s values.
The project was designed by the RealArch architectural firm that oversaw every stage of the process with precision and passion: from the architectural design to the interior decoration, right down to the meticulously planned lighting, designed to enhance every garment and every moment of the in-store experience.
A new address bridging history and innovation
The choice of Piazza Velasca was by no means random: the area is at the centre of a major urban redevelopment project that has given the city a more open, liveable, and dynamic square. The backdrop to the new store is the Torre Velasca, a symbol of Milanese post-war architecture and a reference point for anyone who likes to combine style and cultural identity.
“The new Lanieri store, in this unique setting, is brimming in renewed energy,” says Emanuela Pignataro, Lanieri’s CEO. “We wanted to create an elegant, accessible space where made-to-measure tailoring was transformed into a personal luxury: every garment becomes a unique piece, reflecting the style and personality of the wearer. The streetfront presence deepens our connection to the city’s vibrant creative and entrepreneurial landscape.”
Social commitment and focus on sustainability
The new store is located in a building owned by the Fondazione BAC, an organisation with over thirty years of experience supporting people in need through professional services and educational programs. Part of the rent will be donated to the Foundation, thus helping to support concrete, charitable projects.
This gesture highlights Lanieri’s sustainable vision, focusing not only on the environment and quality of materials, but also on a commitment to the community and people, in keeping with the values of the Reda Group, of which the brand is part.