Italian fashion house Gucci has opened its first men’s flagship in Europe in the heart of Milan, the historic Brera district, in front of the internationally renowned museum Pinacoteca di Brera.

The new shopping destination is surrounded by the Milanese art district’s prestigious galleries, design boutiques, and antique shops.

Boasting a design concept by Creative Director Frida Giannini, the Gucci men’s store spans more than 500 square meters across three floors and features a dedicated area for the Made to Measure program: a personalized, luxury sartorial offering for the modern day gentleman.

A series of backlit panels with the House’s Diamante pattern lead the way inside the store. Signature Gucci materials of rosewood and ebony are enhanced with the introduction of new elements such as matt light grey marble – exclusively used in Gucci men’s stores – fluted glass, warm brushed bronze, smoked mirror and smoked bronze glass, recalling the elegance and richness of the Art Deco era.

The flagship features a full range of menswear including ready-to-wear, shoes, luggage & lifestyle accessories, small leather goods, sunglasses, watches, jewellery and fragrances at the ground floor.

On the upper floor, a dedicated space complete with a VIP fitting area showcases the Made To Measure program together with Made To Order service for men’s shoes. The lower level hosts a further selection of the men’s ready-to-wear collections along with shoes, silks, an assortment of sunglasses and belts.

Gucci’s Brera store will be the first to offer the capsule collection designed by Creative Director Frida Giannini and Lapo Elkann, conceived as “Lapo’s Wardrobe.”