MILAN — Alberta Ferretti is returning to Milan’s luxury shopping district with a new flagship on Via Spiga 26.

The store unveils the new store concept conceived by creative director Lorenzo Serafini, who defined the opening taking place on Saturday “a crucial moment for the new course of Alberta Ferretti.” The unit allows the designer to present his own retail vision since taking the creative direction mantle last year, and “the renewed aesthetics of the brand.”

The store’s design “started from the iconic elements that for me define the new image of the Alberta Ferretti brand: lightness, timeless elegance, whispered femininity, and a celebration of individuality,” said Serafini. “The architectural and decorative choices were guided by these elements, from the division of spaces to the selection of materials and colors, up to the creation of the lighting system. The effect is light, enveloping, welcoming, but always defined by contemporary and essential elegance.”

The boutique covers around 2,700 square feet over two floors. A previous flagship on Via Montenapoleone, a few feet away from Via Spiga, closed in October 2024. There are existing Alberta Ferretti stores in Rome, Florence and Paris.

Alexandra Lamprecht, general manager of the brand, said the new store “represents an important strategic step for the brand. Over the past six months we have registered a robust double-digit growth in our retail business and the Milan flagship will significantly contribute to this development.” Lamprecht joined the brand in November last year in the newly created role, bringing an extensive experience in the sector working over the years with luxury brands ranging from Ferragamo and Valentino to Etro.

She said Serafini’s designs drove the gains, attracting “a new and young generation of international customers, as well as the brand’s very loyal existing base.”

In fact, she enthused about the “strategic position” of the Milan boutique in fashion’s luxury shopping district, which is a draw for both international tourists and the “solid and significant” local community and longtime customers of the brand.

“The structure of the boutique was conceived to offer a highly personalized and intimate shopping experience: the spaces dedicated to fittings guarantee privacy and discretion,” concluded Lamprecht, underscoring that the “welcoming” atmosphere of the store is meant to allow its customers to have “an exclusive moment of relation with the brand.”

Serafini was promoted to the role of creative director of the Alberta Ferretti brand in October 2024, succeeding the namesake founder. His first collection for the brand bowed in February last year.

Aeffe, the brand’s parent, rewarded Serafini, who joined the group in 2014, when Alberta Ferretti handed him the design reins of the Philosophy label. The Philosophy by Lorenzo Serafini brand was integrated into the Alberta Ferretti line starting from the fall 2025 season. Serafini joined Aeffe, which also controls the Moschino and Pollini brands, from Dolce & Gabbana, where he was womenswear designer, following an experience in the same role at Roberto Cavalli.

Filled with different tactile textures, the interior layout is developed around essential architectural elements that convey the atmosphere of a wardrobe-living room, with the use of a resin especially made by a Milanese artisan for the walls and floor.

Key furniture pieces range from a precious table in Canaletto walnut and brass with curved lines; walnut bookcases conceived to showcase bags and accessories, and day-bed seats featuring an ivory bouclé fabric upholstery.

The ceiling is inspired by shed structures derived from industrial architecture and veils hide the hangers along the walls, emphasizing the sense of lightness with garments that seem to float. The neutral tones and soft surfaces, textured fabrics, walnut shelves with brass and fabric details, are also details mapped out by Serafini, who developed the store with Re-Design Studio, led by Riccardo Furlani, and AAFW — Alessandro Fantetti Workshop.