Beneath the frescoes of a historic palazzo on Via Pietro Mascagni, Milan, a new world is taking shape—quietly opulent, softly cinematic. Elie Saab Maison unveils its new flagship showroom, a cinematic interplay between couture fantasy and raw concrete, where every detail composes a deliberate mise-en-scène.
The Palazzo as Canvas
450 square meters. Archways. Marble underfoot. Light falls in precise geometries. The new Elie Saab Maison showroom frames furniture like sculptures. The pieces, whether a green marble table or a lacquered bedroom set, read like a fragment of architecture. Soft forms. Decisive lines. Here, form follows fantasy. But production stays rooted. Everything is crafted in Italy—in Brianza, in Genoa. Details matter. Even the leather trays whisper Giobagnara.
Couture Without Cloth
The brand’s home line blooms subtly and relentlessly. In five years: 23 real estate projects. Two just launched in Dubai. A luxury clinic in London. A full-service studio in Milan with six designers tailoring interiors like gowns. At the core, a philosophy: furniture as an extension of identity. Not branded décor. Lived-in luxury. Private spaces become soft-spoken catwalks.
Massimiliano Ferrari, CEO of Elie Saab Home, sees no ceiling. “It’s not just furniture. It’s an ecosystem.” He speaks of double-digit growth. Of architecture wrapped in aura. Of design that translates images into material.
The Brand Becomes a Place
Next stop: Switzerland.
In Andermatt, a secluded alpine resort, Elie Saab’s first hotel will open in 2027. Post Hotel & Residences. By 2025, Ferrari forecasts 1,600 branded real estate projects globally. But few, he notes, come with their own design language. Saab does. The Maison’s objects give context. Soul.
At Milan Design Week, this point becomes palpable. New accessories line the showroom shelves. Tableware, co-created with Rak Ceramics, turns setting into staging. A whisper of rose gold, a cut of emerald marble, a glint of crystal—everything placed, not posed.
The showroom lives. Events unfold. The recent launch with Culti Milano introduced a collection of ambient scents. The perfume of space, like the signature of a dress.
Because here, the design moves. Hosts. Breathes.
