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Stores & Opticians | November 15, 2017

L.G.R flagship store, a piece of Africa in Milan

The first boutique of the Italian brand draw inspiration from a family warehouse in Asmara

words Editorial Staff

Is the prestigious Brera district in Milan, at 36 Corso Garibaldi, the place where the Italian luxury eyewear company L.G.R will inaugurate this evening its first flagship store. The shop reminds the athmosphere of a fair city: Asmara, in Eritrea, where the grandfather of Luca Gnecchi Ruscone opened Ottica Bini, his eyeglass emporium. The 1000 sq. ft. brick-and-mortar is inspired by the shapes and colors of that place. Built by the Italians at the end of the 19th century, the building still exists and it is where Gnecchi Ruscone first discovered the original, timeless frames.

The boutique features shop windows inspired by neo-Gothic/Venetian shapes, reminiscent of Ottica Bini’s windows in Asmara. Core materials such as wood and coir, a coconut fiber, reflect the brand’s blended heritage of African adventure and Italian elegance. Pale green and blue hues are used for the interior space, evoking the Eritrean skies and seas. ‘The space on Corso Garibaldi will celebrate our DNA, allowing customers to immerse themselves in the universe of L.G.R – says Gnecchi Ruscone – this opening is just the first step in a retail strategy that we hope will soon bring us to major cities around the world’.