MEISSEN Joaillerie

In April, the MEISSEN ® porcelain manufactory opened a unique showroom on the Via Montenapoleone, Milan’s upmarket shopping street: the VILLA MEIS- SEN ® . On the best-known shopping street in the city, which is home to almost all the famous luxury brands in the world, the Villa offers its visitors a completely different and brand-new concept. Number 3 is not actually located on the street; instead, visitors step through an archway into an atmospheric courtyard. Here, they discover a splendid and lovingly restored building from the 16th century in which the manufactory reveals the whole world of MEISSEN ® : fine art made from porcelain and a jewellery and watch collection presented in the Boudoir de Joaillerie. At the heart of the building is the world-exclusive presentation of the new MEISSEN HOME ® Collectibles: highest-quality hand-made sofas, armchairs, tables and lamps, as well as a range of materials, World of meissen ® home i upholstery covers, cushions and curtains and new tableware. ‘The Villa is not a salesroom. Rather, it is a place where the various MEISSEN ® brand worlds become a tangible experience for every visitor,’ explains MEISSEN ® Managing Director Dr Christian Kurtzke. ‘Visitors experience the product in the form of an atmospheric interior within each room in the Villa. The Villa is thus fully experience-oriented, similar to a small luxury hideaway’. The history of the building is also unique: it is one of the ten oldest buildings in Milan and is of artistic and historical importance. Thanks to its gradual transformation into the VILLA MEISSEN ® , this palazzo from the 16th century is now experiencing a renaissance. During the renovation works, it emerged that the history of the site actually dates back even further than the 16th century. It is a place of encounters that documents the various eras of Italian history. ® 53

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