Gucci inaugurated this weekend its first European men’s only store in the historic Brera district of Milan, just opposite the famous Pinacoteca. Covering 500 square meters spread over three floors the new Gucci Men’s store in Milan includes a large space dedicated to Made to Measure. The Gucci men’s store features full range of menswear including apparel, shoes, bags, luggage and lifestyle accessories, small leather goods, sunglasses, watches, jewelry and fragrances.

Gucci’s Brera store also features ‘Lapo’s Wardrobe’, a capsule collection by Frida Giannini and Lapo Elkann, with 27 classic sartorial looks – 23 for men and 4 for ladies. The upper floor of the store includes an Americano Bar, where shoppers can relax over a cocktail, coffee or tea.
The innovative retail concept of the Gucci store is developed by Creative Director Frida Giannini and is defined by an open space with luxurious, warm materials, donimanted by natural light which creates a spectacular effect – a departure from the more conventional Gucci stores, paving the way for the contemporary look of the Gucci stores for the twenty-first century.
A series of backlit panels with the iconic diamond motif lead to the inside of the store. Gucci traditional materials, such as rosewood and ebony, are enriched by new elements such as marble matte gray – used only in the Gucci boutique for men – the flute glass, and warm brushed bronze mirrors and tinted windows – which evoke an Art Deco elegance. In keeping with the brand’s commitment in the field of CSR, Gucci store in Brera is for the first time in Europe LEED certified.