Italian luxury eyewear company L.G.R, founded by Luca Gnecchi Ruscone, announced today it will open its first flagship store in Milan on Nov. 12. The shop will be located in the city’s prestigious Brera district, and the opening marks the first steps of the brand’s evolving retail strategy.
The 100-square-meter exterior is inspired by the shapes and colors of Ottica Bini, Luca’s grandfather’s eyeglass emporium in Asmara, Eritrea. Built by the Italians at the end of the 19th century, the building still exists and it is where Luca first discovered the original, timeless frames.
The boutique features shop windows inspired by neo-Gothic/Venetian shapes shapes, reminiscent of Ottica Bini’s windows in Asmara. Materials including wood and coir (a coconut fiber) reflect the brand’s blended heritage of African adventure and Italian elegance.
“Milan’s international presence and undisputed reputation in the world of luxury and lifestyle makes the city a natural choice for our first store in Italy,” says Luca Gnecchi Ruscone, the company’s founder and CEO. “Fascinating interiors characterized by a timeless and romantic aesthetic draw inspiration from Ottica Bini, my grandfather’s warehouse in Asmara. The space on Corso Garibaldi will celebrate our DNA, allowing customers to immerse themselves in the universe of L.G.R. This opening is just the first step in a retail strategy that we hope will soon bring us to major cities around the world.”