Dainese: after Berlin opens a new store in Milan [PHOTO]

Dainese – After the global launch of the new concept retail store with the Grand Opening in Berlin last June, it's time for Dainese Store in Milan to open its doors to a new experiential era for all dynamic sports enthusiasts.

A showcase of all the Dainese worlds, with plenty of space for the outdoors motorcycle collection (Racing, Sport, Touring, Urban) and at Multisport collections (Ski, Bike, Equestrian), without forgetting the consumer who - thanks to the new format developed by the architect Renato Montagner and inspired by the minimal style of Jean Prouvé – become the protagonist of a new shopping experience. Having revolutionized the concept of display, traditionally designed between the window and the walls, the customer who enters the new Store in via Tertulliano 3 will be able to go through - world after world - the entire Dainese offer, where proposals for head-to-toe technical outfits alternate with award-winning Dainese protective technologies, such as D-Air - the Dainese airbag system - the Pro-Armor family and special membranes, all accompanied by descriptive and intuitive functional information. Furthermore, at the center of the store is an absolute novelty: the "room within a room", a lively environment dedicated not only to special projects, but also to the storytelling of the new collections. A significant position that is today occupied by the new brand that has become part of the Group's family of brands. Dainese Settantadue presents itself as the contemporary interpretation of the history of motorcycle clothing, with technical garments dedicated to lovers of motorcycles as a cult object, which draw inspiration from the enormous design heritage of the parent company.

To make the journey inside the new store even more unique, ample space is dedicated to the area Custom Works. Admiring the wall installation with all the parts that make up a racing suit, you can feel the tailoring and attention to detail, fundamental for the creation of truly unique pieces with maximum performance. The reopening of the Milan store is only the first step in the renovation program for all 68 Dainese stores present on a global scale.