Serafini has opened its first monobrand store in Milan, in via Ponte Vetero 1, within Milan Design Week.

The store, which has a floor space of approximately 60 sq. meters, is hosted inside a historical palace in Milan that dates back to the early 1900’s. Interior design is characterised by a recurring geometric pattern and has many distinctive features, such as a hand painted wooden floor that echoes the geometric patterning of the walls, and a colourful, lacquered shelving system. The store's light lime walls also host installations, images and graphics that will be updated every season.

“The Brera area where the store is based has a timeless and at the same time modern atmosphere, a perfect location for opening our first monobrand store,” commented Fabrizio Serafini, creative director and owner of the store. The store was designed by interior designer Francesca Cornamusi with Fa/Studio (Arezzo) and creative agency And Studio (Milan).

Founded in 1932, Serafini is a sports footwear brand for men, women and children that is produced and distributed in over 15 countries by Royal Trading, based in Arezzo, Italy. It closed 2012 registering sales of approximately €16.5 million. The brand is distributed in 490 multibrand stores in Italy and 505 stores worldwide. The opening of this first monobrand store is part of a strategy involving the opening of additional retail stores with the aim to strengthen the brand’s presence within Italy.