Cova, the Milan-based coffee and pastry house controlled by French luxury conglomerate LVMH Moët Hennessy Louis Vuitton, is reopening its iconic location on Via Montenapoleone on Friday.
The company, which celebrates its 200th anniversary this year, redesigned the shop, which is now larger by 323 square feet. One key change involves the use of the building’s prestigious courtyard designed at the end of the 17th century by Giuseppe Piermarini. Starting April 7, patrons will now be able to sit in that venue.
“The brand’s 200 years of history marks a turning point. The reopening of Via Montenapoleone has a symbolic value: keeping the brand’s original codes, projecting them into the future and into the global markets,” said Cova chief executive officer Paola Faccioli. “We are proud to celebrate this anniversary with a restoration project, a bridge between tradition and innovation, to continue offering our guests our exceptional products, as well as the access to the courtyard, which will become a new meeting point in the Milan’s Golden Triangle.”
In order to preserve the authentic atmosphere of the locale, Cova decided to maintain the original decorative elements, such as the mosaic at the entrance, the wood flooring, the golden mirrors, the original crystal chandeliers, the velvet sofas, as well as the glossy mahogany and marble counter. The kitchens were completely renovated to fit the highest technological standards.
Cova, which will celebrate its anniversary with the launch of a limited-edition “200° Anniversary” line to be sold at the Cova stores in the world, also has shops in Monte-Carlo; Dubai; Hong Hong; Tokyo; Shanghai; Beijing, and Taipei, Taiwan.
LVMH acquired Cova in 2013 from the previous owner, the Faccioli family, which remains a shareholder and also manages the Milan location. Financial details of the deal were not disclosed.
At that time, LVMH’s acquisition came as a surprise, as Prada Group for months had been rumored to be keen to buy Cova. The fashion company eventually took control of Cova’s rival pastry shop Pasticceria Marchesi.