Loro Piana, the understated luxury brand known for its prestigious fabrics, is quietly transforming into one of the coolest names at Milan Design Week. After stepping into the world of design in 2006, the Italian brand, now part of LVMH, has teamed up with Dimoremilano, the furniture and lighting brand founded by American designer Britt Moran and Tuscan furniture maker Emiliano Salci. Together, they have created one of the most captivating installations at this year’s Milan Design Week.
For this collaboration, Dimoremilano has designed an experience showcasing the latest creations for Loro Piana Interiors. The installation, titled La prima notte di quiete (The First Night of Quiet), takes inspiration from the 1972 Italian film by Valerio Zurlini, starring Alain Delon. The space, located at Loro Piana’s Milan headquarters, transports visitors into a nostalgic cinematic world. The moment guests step inside, they are greeted by the ambiance of an old cinema, with heavy red curtains, leopard-print carpeting, and retro brass-and-silk lampshades. This cinematic entrance sets the stage for an emotional journey inviting you to step into a living, breathing film.
An Emotional Cinematic Encounter
As the experience begins, a phone rings, illuminating a fixed-line telephone on a nightstand beside a circular bed. A female voice answers, and the light gradually reveals a bedroom complete with mirrors, paintings, and a vanity covered in perfumes, jewelry, and trinkets. The sound of running water fills the space, guiding guests into an adjacent bathroom, where the bathtub overflows, spilling onto chic carpeted steps. A wardrobe door stands ajar in the background, its contents illuminated by soft lighting.
As the soundtrack, created by composer DJ Nicola Guiducci, continues to play, the space unfolds: a living room with throws and cushions scattered across a large corner sofa, a dining area with broken dishes on the floor, and another salon-vestibule. You are fully immersed in this story, feeling as though the characters have just vacated the rooms of this bourgeois 1970s-1980s apartment.
A Marriage of Craftsmanship and Design
At the heart of the installation lies the Art of Good Living collection by Loro Piana, with its newly introduced porcelain service Punti a Maglia, hand-crafted in Limoges. The centerpiece of the dining room is the table from the collection, embodying the brand’s exceptional craftsmanship and rich heritage.
The furniture’s new designs were created by Dimorestudio for Loro Piana Interiors. The collection includes poufs, coffee tables, a circular bed, an oval dining table, cabinets, chairs, and armchairs. These pieces, along with Dimoremilano’s own creations made with Loro Piana fabrics, like the ceiling lights, lamps, desks, sofas, and modular poufs, perfectly illustrate the fusion of Dimorestudio’s rigid materiality and Loro Piana’s signature softness. Timeless Dimoremilano designs, such as the Tavolo 089 table and the Dega, Sciura, and Patty armchairs, have also been re-edited in Loro Piana’s fabrics, adding an extra layer of elegance to the space.
In stepping away from its usually more understated approach, Loro Piana has found its place in the noise of Milan Design Week, capturing the attention of design enthusiasts. From the first day of the event, all slots for the installation were booked.
