DAMIANI Unveils Its New Store Concept

Damiani, the only Italian Maison still owned to this day by the founder’s family and renowned around the world for its refined all-Italian collections, presents a new global store concept for its boutiques. Characterised by a new design and original decors, the concept pays tribute to the Maison’s quintessential Italian origins, expressed through meticulously designed spaces and the choice of precious materials.

The project draws inspiration from the refined atmosphere of a luxurious Italian home, a place that reflects the brand’s iconic style, where jewelry lovers can discover the Maison’s creations in a bright, comfortable and homely environment. Featuring soft rounded counters, display stands and refined furnishings, the new Damiani store impresses with its gracious welcome.

Everything conveys elegance, such as the warm colour palette dominated by gold with touches of beige and brown, the Maison’s signature nuance. Gold also dominates the “scenic design” of the shop windows in screen-printed glass and the interior decorative wall, whose alternation of circles and rectangles echoes the characteristic motif of the iconic Belle Époque collection – a style element intrinsically linked to the Damiani world. This iconic design is also reflected in the refined brown carpets and in the checkerboard walls of the VIP rooms, where brown and orange alternate.

The selected coverings and furnishings also portray the Maison’s all-Italian style, thanks to the premium Italian materials used, such as white/gold Calacatta marble for the flooring and columns, Limonta Dusk and Aire leather for the checkerboard walls, beige Gong Wall and gold-coloured Eldorado wallpaper – both by Rubelli – and Dedar’s Splendido Splendente interior fabrics for the seats.

The private and elegant VIP rooms welcome customers like a family, inviting them on a journey into the Damiani world to discover the craftsmanship, creativity and passion that shapes its jewels.

Venini, a brand that is part of the Damiani Group, also comes under the spotlight: in addition to the Poliedri chandelier, reflecting the epitome of luxury with its magnificent amber-coloured blown glass elements that match the refined ambience to perfection, the new boutiques also feature a walnut bookcase featuring works by Venini, including Monofiore Balloton, Deco, Clessidra and Fazzoletto vases.

Blending traditional elegance and contemporary design, Damiani boutiques become even more sophisticated with this new concept store, inviting jewelry enthusiasts to enjoy a truly extraordinary shopping experience.

This prestigious project of design and creativity – showcased by recent store openings, such as those in Milan Via Montenapoleone/Corner of Corso Matteotti, Seoul Shinsegae Timesquare (Korea), Nanjing IFC and Ningbo Hankyu (China) – further demonstrates the Maison’s strong and strategic expansion in the retail sector. The brand aims to be present in the most important markets globally, as evidenced by the recent openings in the Middle East and Asia.