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MILAN — Missoni has revamped its historic flagship on Via Sant’Andrea in this city’s Golden Triangle luxury shopping district.

This story first appeared in the April 17, 2013 issue of WWD. Subscribe Today.

The about-4,300-square-foot boutique is a new concept conceived by Spanish designer and architect Patricia Urquiola, who infused the store with a sophisticated, cozy atmosphere.

“This has been the perfect occasion to work with Patricia, with whom I share the same point of view on design, art and life,” said creative director Angela Missoni as she unveiled the new image during Milan’s furniture and design trade show Salone del Mobile.

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Urquiola said she wanted to exalt the “amazing DNA of the company focused on materials, weaves and textures, incorporating the same elements in the interior design, creating a harmonious project.”

Missoni’s geometric motifs are a leitmotif, being subtly referenced in the wool carpets, on the oak wood boiserie and on the 3-D rose-colored perforated aluminum structure filtering the light coming through windows.

The dominating soft tones of wood, powder pink and gray are interrupted by flashes of bold colors, such as yellow, orange and red, embellishing some of the resin walls featuring geometric patterns and the boxy displays.

In addition, some of Urquiola’s signature pieces, including the Tropicalia armchair, have been covered with Missoni fabrics and peppered in different rooms carrying the brand’s women’s ready-to-wear and accessories collections. Separated spaces are dedicated to the beachwear and children’s lines and to the men’s wear collection, which is located in a cozy room dominated by a ceiling lamp created for Angela Missoni by luxury lighting company Flos.

“This concept will be personalized and applied to the boutiques we are opening in Hong Kong, New Delhi and Riyadh,” Missoni said.