ITALY. Family-owned Italian fashion company Camicissima has debuted its latest store concept at Milan Linate Airport. The boutique marks a new chapter in the brand’s 90-year history and aims to highlight Camicissima’s craftsmanship and heritage.
The Camicissima store officially opened on 26 May and is part of a wider renovation project by Milan Linate Airport.
The refreshed 95sq m space features contemporary wood and metallic materials and offers several hi-tech retail elements. The store is characterised by multi-sized panels in dark brown, blue and white, blending traditional and modern looks. Adjustable light fixtures create striking light refractions on the walls and highlight Camicissima’s latest collections and hero products.
Camicissima’s collections are displayed through self-standing gondolas and merchandise walls, designed to maximise visibility with customers. The store offers the brand’s Permanent, Classic, Fancy and Trendy lines, as well as its non-iron shirt products.
To enhance the in-store shopping experience, it also features integrated LED displays, directly managed by Camicissima HQ, which showcase exclusive regularly-updated multi-media content.
The boutique’s stone floor was inspired by traditional Italian villas and combines a muted brushed grey hue with a herringbone pattern. The contrasting grey panels mimic the effect of having a carpet at the centre of the boutique. The grey colour palette is also mirrored in the curtains, poufs and striped wallpaper of the dressing rooms.
Commenting on the new store concept, Camicissima President Fabio Candido said: “The choice to present the new concept developed for our stores, in the context of the wider restyling of Linate airport, is a further sign of the importance of travel retail for our brand.
“Linate airport aims to establish itself as one of the major aviation hubs in Europe, opening new dedicated shopping areas that are able to meet the exacting tastes of business travellers. This includes opening renovated food & beverage areas, lounges and larger, brighter public spaces. The airport renovation project was designed to make the customer experience more pleasant and engaging. Therefore, we made sure that our renovated boutique — enhanced by exclusive, multi-media content and timelessly elegant collections — complemented the vision and style of the project.
As reported, Camicissima has continued to open new stores in key aviation hubs and domestic markets despite the pandemic, reinforcing its commitment to the travel retail channel. It was also a Gold Exhibitor at the inaugural Virtual Travel Retail Expo last year.
