Etro stores: custom made Italian elegance by Il Piccolo

Today’s post is about Etro stores, the design and manufacture of custom-made furnishings for boutiques and their installation around the world. We will focus in particular on Il Piccolo’s experience with this renowned Italian brand, which has marked a long and fruitful partnership.

Let’s start by observing that, in the world of luxury, brands decide to build their commercial strength on a defined, consistent and recognisable aesthetic. Etro is undoubtedly one of those that has best interpreted this philosophy.

Specifically, since its foundation in Milan by Gimmo Etro, the brand has established itself for the refinement of its prints, the use of fine materials and a stylistic vision that has been able to blend art, culture and craftsmanship. In fact, Etro is not just fashion: it is storytelling. A story that feeds on travel, artistic influences, cultural cross-pollination and cultured references, but always guided by an unmistakable stylistic signature.

The brand’s visual identity is so strong that every space in which it appears – we are referring to both physical and digital Etro stores – must reflect its soul with absolute fidelity. It is therefore no surprise that when Etro decided to bring its aesthetic vision to the world through a network of single-brand boutiques, it chose a partner capable of translating the complexity of that language into architecture, materials, light and atmosphere. That partner was our atelier.

Since the 2000s, Etro has entrusted Il Piccolo with the construction of its stores around the world. This involves over 150 stores that bring the Milanese brand’s aesthetic to the main international luxury hubs, from Milan to Tokyo, New York to Dubai. This global operation is based on the perfect harmony between two profoundly Italian entities: a fashion house that has made taste and experimentation its hallmark, and a carpentry and interior design company based in Brianza that has always been committed to the highest quality and most ambitious projects.

The Etro stores as we know them today are the result of this collaboration. Bespoke furnishings for boutiques that blend classic spirit and modernity, craftsmanship and innovation, tradition and production expertise. Each space is a statement of identity, but it is also a place where quality becomes a physical, visual and emotional experience.

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Etro stores: a sophisticated aesthetic vision, a complex technical project

Designing the interiors of Etro stores was no ordinary task. From the very first assignment, we were faced with a challenge that was anything but simple: to give shape to a refined, multi-level aesthetic concept, where nothing could be left to chance. In addition, we had to be able to oversee installations all over the world.

In particular, the furniture and furnishings had to reflect the brand’s image, but also meet practical requirements in terms of functionality, durability, transportability and assembly in different locations around the world. Specifically, the Etro concept required extreme attention to detail, careful surface finishing, a colour palette based on the “ton sur ton” principle and skilful use of noble materials. Each boutique represented a sort of variation on the theme, but always within a precise and equally recognisable identity. Patinated finishes, fine woods and brass with specific treatments – including silver plating and controlled oxidation – became tools for creating refined, welcoming and balanced environments.

In short, the production of the furnishings for the Etro stores required meticulous attention, both in the manufacturing and installation phases. Our company managed the entire cycle: the executive design, the customised craftsmanship in our workshop, the surface treatment, the international logistics and the on-site installation.

Nothing was left to chance. The finishes – often glossy or patinated – were applied by hand, tested and finished on site by our skilled craftsmen. Even the technological inserts, such as assisted closing systems and integrated lighting solutions, were designed and tested during the prototyping phase. Everything had to work perfectly, but without ever losing its original beauty.

In other words, for each of the Etro stores, a rare balance between art and technology was sought.

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The uniqueness of each boutique, the consistency of the Etro brand

Perhaps the real challenge in creating these bespoke boutique furnishings was maintaining visual consistency on a global scale, across installations around the world. What does that mean? Although Etro stores are designed for different cities, cultures and audiences, they had to retain their soul.

Our luxury carpentry workshop therefore worked to ensure that each boutique was a consistent expression of Etro’s identity. An identity capable of adapting to local architectural constraints without distorting the style of the fashion house.

The reproducibility of the concept required perfect mastery of production processes and meticulous attention to quality standards. Every detail – from the curvature of a boiserie to the position of a handle, from the choice of a paint to the saturation of a fabric – was obsessively evaluated to ensure continuity in time and space in every Etro store.

In some cases, Il Piccolo had to integrate existing elements with new furnishings. Some Etro boutiques are housed in historic buildings, where the presence of antique panelling or period walls made conservation work necessary. Here we put our most refined craftsmanship to work, carrying out restoration, repair, material and colour integration, and so on. All this to create harmonious environments where the architectural past dialogues with contemporary furnishings.

This ability to combine the ancient and the modern, bringing together minimalism and decorative richness, has become one of the distinctive features of Etro stores. A visual imprint that does not fear contamination but rather seeks it as a form of stylistic evolution.

The dialogue with Etro and the culture of shared design: this is the basis for creating excellent custom-made furnishings for boutiques

One of the least visible but most decisive aspects in the creation of Etro stores is the continuous dialogue we have had with the brand as the interior designer appointed by the client. We have always operated as a technical but also cultural partner, not limiting ourselves to the production of furnishings but actively contributing to the executive development of the projects.

On many occasions, our role has been to act as a “bridge” between creativity and practicality: interpreting intentions, suggesting alternative solutions and ensuring the feasibility of every choice. All this without ever compromising the aesthetic impact.

This collaborative approach has been fundamental in maintaining the high quality of Etro stores and allowing the concepts to be replicated in very different architectural contexts.

In this sense, our decades of experience in materials, finishes and construction details has allowed us to anticipate problems, resolve design issues and, above all, enhance each project in a unique way. It is also thanks to this continuous exchange with architects and designers that we have been able to transform each boutique into a fluid, coherent and lively environment. And to create installations all over the world.

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Custom-made furniture for boutiques, combining innovation and craftsmanship

In the case of Etro stores, the expression “custom-made furniture for boutiques” takes on its full meaning. Each piece is designed to meet specific spatial, functional and aesthetic requirements. There are no standard modules or design compromises. The furniture and accessories are always the result of direct consultation with Etro’s offices and the atelier’s project managers, in order to create elegant solutions that are consistent with the brand’s identity.

For us, this also meant working with unusual materials, experimenting with innovative surface treatments and designing furniture that was both spectacular and durable.

Among the most complex processes, it is worth mentioning the implementation of lighting systems integrated into the furniture, designed to enhance the garments and guide the customer’s gaze. The wooden structures have been prepared to accommodate cables and lighting fixtures, without showing anything on the outside.

Similarly, many display elements in Etro stores have been equipped with assisted closing mechanisms. All are made to exclusive designs and tested to ensure functionality, quiet operation and durability.

The selection of woods for the furniture was also carried out with a criterion of absolute excellence. Starting with the trees, imported directly, our in-house carpentry workshop took care of the production of the slabs, quality control and final treatment.

It is precisely in this interplay between invisible technology and tangible craftsmanship that Etro stores find their most authentic balance.

Installations around the world: a specific logistics and coordination model for Etro stores

The success of the Etro store project cannot be measured solely in terms of the beauty of the retail spaces. It also lies in the project’s ability to be replicated with the same consistency and quality around the world.

From Europe to Asia, the Middle East to the United States, we have followed each installation with a well-proven organisational model: integrated logistics, component tracking, specialised assembly teams and on-site quality control. Each Etro boutique has been conceived as a unique project, but approached with the solidity of an industrial structure capable of managing multiple sites simultaneously on several continents.

In other words, the experience and expertise we have gained in managing installations around the world have enabled us to meet deadlines – a vital factor in the retail sector – and maintain the highest quality standards.

The ongoing collaboration between Il Piccolo and the Italian fashion house has also enabled continuous process optimisation, refinement of details, the introduction of new technical solutions for furniture and the creation of a shared database. This has made it possible to constantly evolve the Etro store concept without ever losing sight of the essence of the brand.

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A continuing collaboration, a history of Made in Italy excellence

Today, more than twenty years after the beginning of the collaboration that led us to create the first custom-made furnishings for boutiques, we continue to be a trusted partner of Etro. Not only for the creation of stores, but also for the interiors of various private residences owned by the company.

It is a relationship based on expertise and a shared vision, which has developed increasingly innovative and refined furnishing solutions. After all, the success of Etro stores is not only a matter of style, but also the result of constant dialogue between those who imagined a brand identity and those who made it a reality through the modelling of space.

This story shows that when a project is guided by consistency and excellence, it is possible to build a global network of boutiques that is not merely an aggregate of retail outlets, but represents real experiential spaces.

Etro has brought its cultured and refined aesthetic everywhere. As interior designers, we have played a part in making this possible, transforming interior architecture into a coherent and unforgettable narrative, creating installations all over the world. A narrative made of fine woods, hand-polished brass, bespoke finishes and millimetric precision.

It is a story that continues today, with new projects and new boutiques, but with the same spirit that shaped the first Etro stores: a love of detail, respect for materials and a passion for a job well done.

Would you like to create luxury boutiques?

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Il Piccolo, a second-generation family business, is opening its own showroom in Lugano. With over 50 years of experience, Il Piccolo brings with it a wealth of technical and design expertise of the highest level, thanks to the numerous interiors it has designed and furnished all over the world. In addition, Il Piccolo represents many of the best international luxury furniture brands. We design, manufacture and sell the best in design. When it comes to La Cornue kitchens, we also support our customers from the design stage through to the completion of the project, integrating the entire process with a precise and professional service. Contact us