Rolex and Rocca are pleased to announce the opening of a new Boutique in Milan’s Galleria Vittorio Emanuele II
Located in the heart of the city, between two focal points of interest – Piazza del Duomo and Teatro alla Scala – the new Boutique strengthens the bond between the Geneva-based company and Rocca.
Giorgio Grassi Damiani, Vice-President of the Damiani Group, of which Rocca is part of, commented:
“We are proud to be a partner of such an important brand of Swiss watchmaking excellence and to inaugurate together the new Rolex Boutique in Milan’s so-called ‘living room’, Galleria Vittorio Emanuele II, one of the city’s most important locations. Rocca boasts a long-standing relationship with Rolex, one that has been growing stronger, year after year. On this occasion, we are celebrating not just a prestigious new opening, but – above all – the strong bond that exists between two companies who share the same vocation for excellence”.
Affirming its sensitivity to the world of architecture, Rolex Italia is delighted to fulfil a dream; that of having a presence in Milan’s prestigious Galleria, with harmonious spaces that respect the stylistic codes which characterize this attractive location.
THE WORLD OF ROLEX IN A BOUTIQUE
The interior design of Rolex’s new Boutique offers a unique immersive experience in Milan’s ultra-central Galleria Vittorio Emanuele II. Located in a privileged and strategic position, the store’s extensive restoration project was inspired by the original design of the famous shopping arcade, preserving the store’s façade, structural integrity and the original volumes, bringing back its historical splendor.
Following an in-depth study of the history of the location, the colors and materials used have been selected to represent both the historical value of the space and the identity of the Rolex brand. The store is spread over three levels: a ground floor for welcoming customers, a mezzanine floor dedicated to sales, and an exclusive upper floor.
Rooted in the tradition of local design, the interiors of the store enhance Italian craftsmanship and historical restoration work. The staircase connecting all the floors is characterized by terrazzo flooring, while refined walnut paneling accentuates the verticality of the space.
The Boutique’s design encourages people to experience the space fully, creating a visual link that starts on the outside, crosses the display areas and reaches the moving room. Designed with generous proportions and refined details, this room acts as a unique exhibit area that also allows customers to circulate vertically between the floors.
