MILAN — When Pineider, the historic Italian paper and pen company, asked Rebecca Moses to create a lifestyle collection for the centuries-old brand, the designer wanted to do much more than just flatware and cashmere throws. She wanted to translate the art of writing into the art of living, and she succeeded this week when the new Pineider flagship was unveiled here.

In a little less than three months, Moses converted the store into an eclectic, airy boutique than seems more like an elegant town house than a retail space. Every floor is done up as though a family — albeit a very chic family — lived there. "We wanted to create little rooms, little niches, where people could come and touch and really feel the products," Moses said during a walk-through of the store on the Via Manzoni.

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