Ralph Lauren Opens Exclusive Club in Milan
By Taylor Recchia | Impressionist
Ralph Lauren continues to make his mark with this weekend’s opening of Palazzo Ralph Lauren-his private club in Milan. This members-only club heightens the luxury shopping experience as well as customer service in this 12,000 square foot 1941 Rationalist style building also known as Casa Campanini.
The Palazzo’s opening coincided with the start of Milan Fashion Week and, as one might expect, the club played host to Ralph Lauren’s Spring 2016 Ready-to-wear presentation.
Palazzo Ralph Lauren features exquisite shopping suites, an expansive rooftop terrace, an in-house chef and exclusive products such as tri-color crocodile Ricky bags and the $50,000 Automotive Skeleton watch, which is not yet available in stores.
The store is designed to strengthen personal relationships with VIP customers and make shoppers feel at home. 300 top clients were invited to experience Palazzo Ralph Lauren first hand on Saturday, which incidentally is also the number of members the club will eventually accept. Benefits of being a VIP member include priority reservations at Ralph Lauren eateries and invitations to special events, as well as other personalized services.
The designer called Milan “a unique city where people appreciate refinement, quality and style,” and said the club would offer “custom experiences” in a romantic and glamorous setting. According to reports, Ralph Lauren will open more members-only clubs around the world in various key fashion capitals.
Designers, after all, are experience makers. In a world where technology has chipped away at luxury spending, The Impression applauds the move to ‘experiential’ marketing. Even if it is only for the chosen few.