In the world of high fashion, a store opening is rarely just about square footage. But when Celine secures the most coveted corner in Milan—the intersection of Via Montenapoleone and Via Sant’Andrea—it’s a signal that the brand isn’t just participating in the luxury market; it’s aiming to lead it.
Spanning 600 square meters over two floors, the new flagship feels less like a boutique and more like a private residence for a very well-traveled collector. The design is a conversation between cold, monumental materials and surprising warmth. You’re greeted by a symphony of natural stones—Oyster Calacatta, Arabescato, and Grand Antique marbles—which are reflected in a maze of antique gold mirrors and deep black lacquered walls.
photo: @Celine / The New Heart of Milan: Inside Celine’s Architectural Masterpiece
The undisputed star of the space is the central staircase. It’s a polished gold metallic structure that feels both modernist and ethereal, decorated with blades of oak and glass that catch the light at just the right angles. It feels like a subtle nod to the vintage wood furniture scattered throughout the salons, proving that even under a new creative era, the brand’s obsession with “the tactile” remains.
The Bigger Picture: The Michael Rider Era
This opening comes at a fascinating time for the house. After years of Hedi Slimane’s high-octane “Indie Sleaze” aesthetic, Celine is navigating a transition into the hands of Michael Rider.
Rider, an American designer who previously worked under Phoebe Philo during Celine’s legendary minimalist years, is bringing a sense of “joyful pragmatism” back to the brand. His debut for Spring/Summer 2026 was widely praised for being “wearable luxury”—think crisp Oxford shirts, beautifully tailored navy blazers, and a massive revival of the silk scarf as a hero accessory.
Why this move matters:
The “Philo-phile” Return: By integrating the Celine Art Project into the store—featuring curated paintings by Susan Rothenberg and sculptures by Simone Fattal—Rider is leaning back into the brand’s identity as a house for the intellectually curious woman.
A “Total Beauty” Destination: The ground floor isn’t just about bags; it’s a shrine to Celine Haute Parfumerie & Beauté. Under LVMH’s guidance, Celine is aggressively expanding into luxury cosmetics, a move that provides a “gateway” for younger customers to enter the brand.
Real Estate Power Play: LVMH (Celine’s parent company) knows that Via Montenapoleone recently became the most expensive retail street in the world. Dominating this corner is a “flex” of financial muscle, especially as the luxury sector sees a wider global slowdown.
How is Celine Doing?
In short: incredibly well. While other brands are struggling with “luxury fatigue,” Celine remains one of the fastest-growing jewels in the LVMH crown. The brand reportedly crossed the $2.5 billion revenue mark under Slimane, and early indicators suggest that Rider’s more “approachable” and preppy vision is hitting a sweet spot with shoppers who are tired of fleeting trends.
By blending Hedi’s sharp, commercial edges with Rider’s love for “clothing that lives on,” Celine has managed to do the impossible: stay cool enough for TikTok while remaining sophisticated enough for the Milanese elite.
