Desigual debuts its new Gaudí store concept in Italy with a full renovation at Il Centro Arese near Milan. The updated space brings the brand’s latest immersive retail design, drawing from the iconic architect Antoni Gaudí’s organic forms and vibrant energy, to one of Italy’s top shopping destinations.
Gaudí Concept Rolls Out in Italy
Desigual, the Barcelona born fashion brand known for bold prints and joyful designs, has introduced its new Gaudí retail concept through the revamp of its store at Il Centro Arese, a premier mall just outside Milan. The concept pays homage to Catalonia’s architectural legend Antoni Gaudí, blending fluid shapes, mosaic inspired details, and colorful mosaics to create an experiential shopping environment that mirrors the brand’s playful spirit.
This marks the first time the Gaudí format lands in Italy, signaling Desigual’s push to refresh its physical footprint amid ongoing global expansion.
Store Details and Design Highlights
Located at Il Centro Arese, one of Europe’s largest malls, the renovated Desigual store now features undulating walls, nature inspired curves and vivid tile work that evoke Gaudí’s masterpieces like the Sagrada Família. The space showcases the brand’s full range, from women’s dresses and Spring/Summer 2026 collections to accessories and men’s lines, all displayed in immersive zones that encourage discovery.
The rollout aligns with Desigual’s strategy to evolve its stores into destinations that blend art, fashion and emotion, much like its recent openings in China and updates elsewhere in Europe.
Desigual’s Retail Strategy in Italy
Desigual has maintained a strong presence in Italy for years, with stores in key cities such as Milan, Rome, and Florence, as well as travel retail locations at Milan Malpensa Airport. The Arese renovation builds on this, testing the Gaudí concept in a high traffic suburban mall known for attracting millions of visitors annually.
The brand continues to prioritize physical retail innovation, as seen in its 113% sales growth in China last year, driven by new stores such as the ninth in Shanghai’s Taikoo Hui. In Italy, this update aims to boost engagement with local shoppers seeking something unique.
Brand momentum and future plans
Desigual’s retail push comes as it refreshes its image with collaborations like Christian Lacroix for 2026 collections and focuses on multi channel growth across 107 countries. The Gaudí concept rollout in Arese sets the stage for potential wider adoption in Italy and beyond, reinforcing the brand’s commitment to “La Vida es Chula” through architecture and fashion.
Shoppers can now experience the transformed space at Il Centro Arese, blending Desigual’s colorful world with Gaudí’s timeless whimsy.
