ANTONIOLI, Milan

Men´s and women´s labels from all over the world: Ann Demeulemeester, Rick Owens, Balmain, Dries Van Noten, Ysl, Lanvin, Gareth Pugh, MAISON MARTIN MARGIELA, Haider Ackermann, Burberry Prorsum, Neil Barrett, Alexander Wang are only some of the brands to be found in the boutique.

All the designers are important for Claudio Antonioli, as thanks to their creativity they give life to his store space. Each designer that he likes and values traces a path, a philosophy, images and colours away from the ordinary run which complies to the market standards. In fact, for Claudio Antonioli, fashion no longer has a clear direction and must-haves to be adhered to. The world is evolving daily, and so it has become fundamental to be linked to the past but bring it to the present. Thus making everything contemporary and offering modern proposals.

The ability of a multi brand boutique therefore, lies in making a careful selection of designers and creating a choice to offer to clients, a general mix which can be moulded to and adapted to each person and personality.

Antonioli dedicates his proposals, clothing, accessories and footwear to the men and women who, free of received ideas, like to live following their own taste. A client who doesn´t want to be a photocopy but rather wants to create their own look and to this end places their trust in the store owner who becomes a personal shopper. Fashion is without definition, changing as it does as fast as the world changes, far better every day to plan a new way of being oneself. location and private

Thanks to the play of slanted surfaces dividing the internal space, and to a correct interplay of light and dark zones: the clothing, the accessories and the footwear are the undisputed protagonists of the space. A space which is as exclusive and sophisticated as the designers present in it.

This is the spirit of Claudio Antonioli. His first boutique was in Milan in 1987 in Piazza Lima: a benchmark for an informed and select clientele. In January 2003, the store transferred to Via P. Paoli 1, a space which until the 20´s was home to one of Milan´s first silent cinemas. The remains of a cornice, a stone fireplace and two

granite pillars vividly contribute to the antique aspect of the space, stimulating the imagination. Recently Antonioli has added a new space of 100 m2, designed by architect vincenzo de cotiis who brought new life to an ex garage creating a striking and elegant environment characterized by the brightness of white and by

the use of special materials. The boutique in Via p. paoli 1 now counts on 400 m2 of refined beauty that enhance the preciousness and innovation of the brands selected and make the shopping experience unique. As well as the Milanese store, in Lugano, in the main shopping street in Via Nassa 29, Claudio Antonioli has

managed for nine years another boutique with the same dna as the Milanese one.

Ambiance, selected pieces, details and colleagues are the reflection of Claudio Antonioli´s personal style, what he likes and what he has a feeling for. No compromise, therefore, no conditioning. His philosophy is to successfully unite contemporary taste and alternative choices, whilst remaining practical and possible.

To do everything to please oneself and not to please others.

Slogan: to be positive and smiling always.

A word of advice: ”try and look at things from another angle”.