In 1987, Claudio Antonioli launched his first retail project in Milan, which soon became a reference point for a select and knowledgeable clientele. In January 2003, the shop moved to Via P. Paoli 1, formerly home to one of the first silent cinemas in Milan in the 1920s. The remodelling of the space was entrusted to Storage Associati, who were able to combine the contemporary aesthetics of the furnishings with the original historical elements of the structure, and an extension designed by Vincenzo De Cotiis was added in 2009. In 2019, a completely new space, to a design by the Casper Mueller Kneer studio, went all the way up to the Naviglio Grande. The boutique currently has over 700 square metres. The collections selected and its interior design are a reflection of Claudio Antonioli's personal style. His philosophy is to combine research, modernity and the avant-garde, and for this reason, he has always been able to offer the most complete and important selection of designers and brands on the fashion scene.
