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L.B.M. 1911 Forges Ahead in Milan Fashion District

L.B.M.1911 has chosen the luxury and exclusive allure of Via della Spiga as its starting point for retail expansion.

Located at number 30 of one of Milan most prestigious shopping streets, the boutique occupies approximately 150 square meters spread out over two floors. The interior design is based on the concept of a contemporary Urban Jungle inspired by the atmospheres of New York, São Paulo and Berlin. Like in these metropolises, the flora coexists in harmony with the concrete of the city. Vintage furniture items (some belong to the Bianchi family, suggesting a continuum with the company’s hundred-year history and its new image) are mixed with accents of contemporary design.

The project, curated by architect Paolo Giachi, represents a harmonious merging of past and present. It is the ideal setting for presenting the L.B.M. 1911 collections that are thoroughly developed and exclusively selected for the Milanese store.

In this new setting, L.B.M.1911 becomes a total look brand, with products ranging from knitwear to shirts and accessories such as bags, shoes and scarves. Accessories and garments are showcased, French style, among plants leaning on displays made with black metal pipes and wooden boards.

A clever use of colors and materials accompanies the guests through the store. A vibrant shade of emerald green brightens the staircase leading to the lower level, which is designed as a separate entity. While the walls alternate with luminous brass niches, the attention here is inevitably drawn to the majestic glass and brass central display, that follows the lines of the vaulted walls and ceiling.

With the opening of its first flagship L.B.M. 1911 writes a new chapter in its history, as an internationally renowned leader in high-end tailored menswear. Such role is rooted in the centenarian tradition of Lubiam, the Mantua based enterprise that launched the brand over fifteen years ago, thanks to an intuition of Giovanni Bianchi, Managing Director and Head of the Style Office. Mr. Bianchi comments: “This boutique marks a fundamental time in our company’s history, and further reinforces the identity of L.B.M.1911, a brand nowadays synonymous of internationally renowned excellence. We have decided to take this step to give our existing customers a sign of our strength, but also to effectively approach certain markets with very high potential (such as, for example, India and South America), which require a strong retail strategy. The Milan opening is the first step of a more complex plan to be developed over the next five years.

In terms of the architectural and interior project, our style choices perfectly reflect the brand’s values, especially our will to transmit the “strong” character of the collection. We want our customers to have a unique experience where they can relax while choosing their favorite garments and accessories and enjoy for a few moments the sensation of being transported to another city, to another era, or into a garden, according to the area of the store they are exploring. We immediately thought of this boutique not as a simple showroom but as a dimension of the spirit. We wanted it to portray the same authenticity that distinguishes our company, our family and our creations. We like to think of it as a ‘second home’ for us and we hope it will arouse our partners’ enthusiasm and inspire them to reproduce customized corners or even open their own L.B.M.1911 store.”

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