MILAN — Hospitality is the essence of the new Editions de Parfums Frédéric Malle store inaugurated here on Thursday. Located in central Via Verri, in the city’s tony fashion district leading to Via Monte Napoleone, this is the first freestanding store of the artisanal fragrance brand in Milan, and the second in Italy, after Rome.
“When I make a store I always think, ‘how would my apartment look like if I had a place here?’” said Parisian parfumeur Frédéric Malle, introducing the concept of the unit. In this case in particular, he eventually opted for a total-white approach to enhance the existing architecture of the 431-square-foot space, distributed on two floors.
Editions de Parfums Frédéric Malle store in Milan.
As per the company’s other stores in Paris, London, New York and Los Angeles, Malle conceived a different, specific interior concept for the Milanese unit, one that he has been curated himself. “Sometimes I work with big architects…but sometimes I do things on my own like I do my own place. This one is homemade,” he said.
The operation resulted in the introduction of personal, homey elements, as a replica of a white sofa he has in his apartment in New York, in addition