Banana Republic Flagship – Corso Vittorio Emanuele II
Client
Gap Inc.
Project Type
Retail
Location
Milan, Italy
Year
2010
Project Details
Overview
A modern atelier in one of the world's fashion capitals. Craftsmanship, materiality, and quiet luxury take center stage in a flagship built for the global citizen and designed to meet Milan's standard of refinement without losing the brand's identity.
Collaborators
Gap Inc.
Scale
8,000 sq ft
Outcome
At the heart of the flagship is the Tailor’s Promenade, a sculptural architectural pathway inspired by the ateliers of Milan. This linear spine organizes the store into curated worlds — Heritage, Tailoring, Travel, and Occasion — each framed by warm stone thresholds and gallery‑style lighting. Along the promenade, custom brass rails, monolithic marble plinths, and textile‑wrapped forms showcase the brand’s elevated materials and craftsmanship.
One of several European flagship locations developed as part of a coordinated global market entry strategy across six continents, directed by Craig Trettau at VP level. The Milan store introduced a modern atelier concept — honed limestone, brushed brass, smoked oak — designed to meet Milan's standard of refinement without losing the brand's global identity.
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