By  on November 7, 2006

MILAN — Flush from a recent facelift, La Rinascente has opened a Playboy in-store shop in its flagship in Piazza Duomo here.

The tony department store will house the 270-square-foot temporary Playboy shop for the holiday season through Jan. 5. There will be lingerie line Playboy Intimates, men's underwear and home textiles — all on sale for the first time in Italy.

Near the escalator on the men's floor, the circular Playboy shop is meant to resemble a round bed. It is decorated with vintage images of Playboy magazine covers from the Sixties and Seventies that have lingerie and Christmas themes.

"Playboy fashion and lifestyle is experiencing tremendous growth at retail and we've had huge success this year with our partnerships across Europe with Galeries Lafayette and Harvey Nichols," Lorna Donohoe, vice president of worldwide retail and merchandising and global licensing at Playboy Enterprises, said in a statement. "La Rinascente is a landmark shopping destination in Europe, so we are thrilled to end the year by being one of their key brands during their busiest shopping period."

Playboy's shop follows the restyling of La Rinascente's Piazza Duomo flagship. The historic Italian department store last month inaugurated its redesigned beauty, accessories and lingerie floors in a restructuring project scheduled to be completed in 2012.

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