The new Jacob Cöhen boutique opened in Milan in via della Spiga 31, at the very heart of the Fashion Quad. The store is spread over 200 sqm and over two storeys, where Area-17 combined the richness of details to neat geometries of linear elements and surfaces, according to a color palette which deftly mixes deep blue, gold, and neutral shades of beige and browns, giving that sense of preciousness and laid-back elegance that has always been the brand’s hallmark. The concept builds on the assumption that beautiful things deserve an equally attractive space to match. Hence the sleek airy design, enriched by precious furniture and materials as the famous Japanese Kurakabo denim used for flowy drapes and capitonné decorative panels, which eventually have become a signature of Cöhen spaces. All materials’ treatments are completely natural: the store will age as a pair of favorite jeans does, becoming even more beautiful and personal. The new flagship store has fully succeeded in expressing the brand’s commitment to quality and craftsmanship through a careful attention to detail, which, however accurate, never exceeds the boundaries of sobriety. A few examples of this style can be traced in the calf hair inserts as well as the special edition furniture in the VIP area. The idea finds its best expression in the tailor room, where clients can personalize new items getting inspiration from the brand’s story, illustrated in a gallery wall made of both traditional and digital images.