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Ralph Lauren’s going uberluxe in Milan, offering its VIP customers one-on-one treatment in a posh new concept occupying 11,840 square feet on Via San Barnaba.

The new concept, which is set to open on September, will welcome guests by personal appointment during which they can opt for lunch or drinks on the terrace or in the salon of the Milan Palazzo, a former residence built in 1941.

The concept is seen as a place for celebrities and powerful shoppers who, when they’re not buying something in a rush, want to immerse themselves in the full Ralph Lauren experience. The unit will show off the brand’s women’s collection and men’s Purple Label looks, and services on offer will include customized accessories and tailoring for women and made-to-measure suits for men.

“I wanted to create an elegant custom experience for my best clients that could become the ultimate expression of luxury,” said Ralph Lauren, chairman and chief executive officer of Ralph Lauren Corp., adding that the concept was opened in Milan because the city “has a consumer that best appreciates and understands artistry and craftsmanship.”

To make way for the new concept, the company is discontinuing the lease on its multibrand format store on Via Montenapoleone in June.

The palazzo will offer exclusive trunk shows of Ralph Lauren’s collections shortly after they’re previewed by the press, and clients will be able to view specially curated capsules to meet their specific needs.

The site retains its architectural details, including the original fireplaces, and is decked out with special furnishings from the Ralph Lauren Home collection.

If customers take to the discreet shopping experience, the idea could be exported to other markets.

Offering both food and fashion, the new outpost combines two of Lauren’s passions. The designer also has eateries in Paris, Chicago and in New York, where the Polo Bar opened in January.


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