Italian plus size brand Elena Miro has opened a new flagship store in Piazza Scala in the heart of Milan.
The store encompasses 350 square meters with 5 windows in via Manzoni, looking onto Piazza della Scala, a unique location in Milan with a rich history that dates back to the 1400s when the nobleman Giovanni Rodolfo Vismara donated to the Observant Friars Minor of the convent of St. Mary of the Angels half of a building which over time was to take on the name of ‘Cà delle Comare’. Just a few meters away, the same area saw the opening in 1778 of La Scala, the theater which was built on the ashes of the Church dedicated to Holy Mary of the Staircase that it owes its name to.
Elena Mirò’s new project was inspired by the determination to respect the venue’s heritage. The work carried out by the brand’s team of architects was fuelled by the building’s history, design and special architectural features. The refurbishment was in keeping with the location, with exterior and interior arches having been maintained, and a number of materials having been drawn directly from the original building and reinterpreted. Fine brass and bronze-coated finishings feature, along with herringbone wooden floorings, high quality marble and textile details.
Elena Mirò was launched in 1985, and is present in 28 countries with 244 branded stores (147 of which are in Italy) and 872 multi-brand stores (542 of which are in Italy) through wholesale channels.
Elena Mirò is one of the 12 brands by Miroglio Fashion, part of the leading textile and fashion Miroglio Group which was founded in 1947. The launch of the new flagship store forms part of the “300 in 300” project Miroglio Fashion embarked on at the beginning of 2017, investing €15 million in the opening and restyling of 300 stores in 300 days.