The opening of the new Milanese space, in via Del Gesu, aka La via dell’ Uomo, marks an important milestone in the Rubinacci history. Imagined not as a store but as a house, the boutique is in fact a headquarter. It will house the ready-to-wear collections, bespoke suiting with the tailoring atelier and, in a dedicated space, the ready-to-wear showroom.
The environment is designed, right from the entrance, to create a dialogue between the present and tradition, in the name of continuity. The visitor is greeted by a mirrored wall with a video display that immediately leaves space to large black furniture resting against Venetian stucco walls in an intense shade of yellow, punctuated by regimental silk curtains. The uneven floors, made with tiles coming from the floors of a Scottish castle, creates an elegant homely feel which is strengthened by antique pieces and oil paintings coming from the collection of Mariano Rubinacci and displayed on walls and shelves. Historical Rubinacci pieces exposed in open cases mingle naturally with contemporary garments.
The succession of rooms traces a path, as it was inside a house, that starts from ready-to-wear, passes from the areas reserved for shirting and suiting – veritable libraries of precious fabrics – in order to finally get to the secret heart of the boutique : the gentlemen’s clubs that hosts bespoke tailoring. In this environment, the first of its kind opened in Milan, Rubinacci customers will have to opportunity to read a book on the tufted armchairs, smoke a cigar in front of the fireplace, converse or have their suits made. Behind closed doors, between happy few, away from prying eyes, renewing the idea of the club the guided the originator of the whole story, Gennaro Rubinacci, and rooting it in the present time.