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Doucal’s and the new Milan showroom designed by

Ludovica+Roberto Palomba.

Led by Gianni and Jerry Giannini, Doucal’s shares many values with the architecture and interior design firm Palomba Serafini. The brand’s success is the result of a plan guided by passion, tradition and Made in Italy craftsmanship that embraces technology: all elements that, combined with determination and dedication, have made it possible to create a unique product range, one whose quality and aesthetics are symbols of Italian savoir-faire.

The encounter with Ludovica Serafini and Roberto Palomba, who have unmistakably shaped the creation of the brand’s new showroom at 5 Via Gesù, in Milan, wasn’t a mere chance. Instead, it was an entirely consistent coming together, thanks to shared values such as craftsmanship, technology and an understanding of “good design”.

The aesthetic and qualitative vision of Studio Palomba Serafini made its way into the project through their “holistic” approach, in which every element added to the space is more than a detail: it’s intended to engage with every aspect of the Doucal’s showroom overall, including the fifth-dimensional element.


The new Doucal’s showroom at 5 Via Gesù is in a period building in the heart of Milan’s luxury block. Covering circa 370 m2 of floor space, its seven ample areas and a large hall that looks out onto the courtyard of the grand Bagatti Valsecchi Museum are dotted with unique, identifying elements such as painted coffered ceilings and a room with a fireplace.

Studio Palomba Serafini has created a space that gives Doucal’s products the right importance without overshadowing them through additional structures. Moreover, the showroom itself is welcoming thanks to a series of elements in the brand’s hues, such as grey, yellow and neutral tones, successful in its goal of creating not just a vertical but also a horizontal backdrop.

The Doucal’s showroom is the first step in the company’s strategic plan, which, for 2023, includes many projects, from new collabs up to special releases of iconic products, which will celebrate an important anniversary for the brand.