Clothing boutiques that are bars, bars that are book shops...

Clothing boutiques that are bars, bars that are book shops, tea shops that hold ceramic courses, plant centers where you can get a massage.
Sounds like Alice fell into a Dr. Seuss village - well she didn't, its all here in Milan. Where?


Well, at last year's Biennale di Venezia, the pavilion dedicated to "Negozi" (shops and boutiques) one of the hottest areas that drew attention were the new projects for multi-shops. What's a multi-shop you ask? It's more than a boutique, it's an experience. Unlike a department store or a shopping mall, multi-shops are specific; they have a specific type of clientele, as well as the specific goal to not only sell their merchandise, but to give the clientele a pleasant experience by creating comfortable relax areas, offering extra "perks" like music or entertainment, thereby building loyalty and having customers return.

In London the trend is the small boutique with clothing and objects perfectly displayed. In Berlin the small underground craftsman workshop is what's hot. However, in New York, Hong Kong and Paris, things are changing- the big department stores and shopping malls are "out" and the multi-shop is "in". In Munich for example, BMW has planned to build a shop that will not only display 250 automobiles, but will also host an art gallery, conference center and event area. Giorgio Armani's shop in Hong Kong is set up with a stage where a live dj performs, the shop is furnished with designer pieces, and a restaurant, bookshop and cafe are all in the works.

Here in Milan, the trend has started to set in.

At the mark of 25 years in design, Giorgio Armani opened Spazio Armani,where you'll find clothing, perfumes, accessories, furniture and home decor. There are also books, flowers and of course his Nobu Japanese restaurant. Inside the beautiful open space complex you'll find the (biggest in Italy) new, ultramodern Sony store. Spazio Armani - via Manzoni 31.


At Trussardi's Marino Alla Scala you can shop for luxury leather goods as well as get a cappuccino or a drink at the bar while watching fashion shows or ambient music videos on the oversized video screens. Upstairs you can enjoy international cuisines at the restaurant overlooking Piazza Scala. Marino Alla Scala- Piazza della Scala 5.

Carla Sozzani's 10 corso Como garden bar and restaurant is a pleasant place to have an aperitif or a meal after visiting the photography gallery, bookshop or designer boutique. 10 corso Como- cso Como 10.
For the nature lover, in Brera, there are two entrances to Botanico, entering from Piazza San Marco, you enter into a small caf頡nd showroom with home accessories and natural wood, ergonomic furniture. Entering from via Solferino, you enter into an organic food market. In the middle where the two meet, there are books, and music, a children's section and a cappuccino bar. Centro Botanico - Piazza San Marco 1.

Down the street on via Soferino, you'll find the Bridgewater Pottery Cafe, a quaint English tea room at the front, and at the back, a pottery workshop and craft center where clients can decorate their own pottery objects, or parties or courses are sometimes held. While you enjoy a cup of tea, they will fire up the kiln and you can go home with your own handmade piece of work. Finished decorated pieces are also for sale as well as supplies. Bridgewater Pottery Cafe via Solferino 3.

Travelling down near Stazione Genova, at 360° , you will not only find exotic plants and home accessories from Madagascar and South Africa, but there is a restaurant and massage area too. 360°- Via Tortona 12

And finally, at La Feltrinelli, the well renowned Italian publishing house has started to open a series of bookshops. In the Piazza Piemonte shop, there are two floors of books, music and multimedia. On the upper floor, there are relax zones with large arm chairs and sofas, and on the lower floor, there is a ticket center for purchasing concert and theatre tickets, as well as a cafe surrounded by walls filled with international magazines and newspapers. La Feltrinelli - piazza Piemonte 6

In spite of the couture tradition of Milan, Milan has in it's own right has blushed and is setting trends and guides in the way we do and enjoy our shopping.

Bridgewater Pottery Cafe
Via Solferino 3
Tel. 0289013660

Spazio Armani: www.giorgioarmani.com