Milan, 17 July 2024 – AC Milan is pleased to officially announce the opening of its new Flagship Store in Via Dante, in the heart of Milan.
The new Flagship Store is a new “destination” for Milan fans and a must-see for tourists visiting Milan. It will offer a unique experience, combining the passion for the Rossoneri colors with the style and culture that distinguish Milan and Milan in an exclusive environment where fashion meets football.
With a surface area of approximately 500 square meters, the new Flagship Store in Via Dante is the largest of the Rossoneri Club and is strategically located between the Duomo and the Castello Sforzesco, in one of the liveliest streets and close to the main attractions of Milan. The location, with six large windows to capture the attention of passers-by, will make the Store easily accessible to both local fans and tourists.
Inside, the red and black colors blend with light shades for an elegant style. High-quality finishes such as wooden floors, elegant wall accessories and integrated LED lighting give the store an atmosphere of exclusivity, guiding visitors through sports collections, lifestyle items and limited editions. Distinctive details, such as the subway railings, spires and original arches inspired by the Duomo complete the store and offer a modern twist on classic details, while references to the walls of the Castello Sforzesco, integrated into the checkout areas, evoke the city of Milan and create an authentic atmosphere.
The store presents itself as an immersive space dedicated to the AC Milan brand, offering an ever-changing experience to fans: from the LED floor at the entrance on the ground floor, which offers a 360-degree atmosphere with surround sound, to the Self-Checkout Totems that simplify the purchasing experience, up to the Ticketing Corner located on the second floor. The space also includes a Champions League Corner with a replica of the famous trophy and the Milan Club Wall, a space where Milan Clubs from all over the world can attach their stickers and share their passion for Milan.
To celebrate the opening, the Rossoneri Club has developed an exclusive “Diavoli Welcome to the Inferno” collection, consisting of a special t-shirt and a tote bag. This capsule collection celebrates the deep bond between the Devil, symbol of Milan in the world, and Hell, which, with the opening of the new Flagship Store in via Dante, takes on a further nuance of meaning by associating the Rossoneri Devil with Dante’s Inferno.
The new Flagship Store will be flexible, customizable and versatile for every need, designed not only as a point of sale, but to be a dynamic hub for events and initiatives of the Club. The inauguration of the new Rossoneri space was held today, in the presence of President Paolo Scaroni, Chief Commercial Officer Maikel Oettle, coach Paulo Fonseca and some players of the men’s and women’s First team. The ceremony was also attended by partners and various stakeholders of the Club, such as the many Rossoneri fans who gathered outside the Store to welcome the delegation.
Maikel Oettle, Chief Commercial Officer of AC Milan, commented: “We are thrilled to open our new Flagship Store in the heart of Milan, a city that is a symbol of style and elegance throughout the world. This Store is proof of our ongoing commitment to our fans and our city. It is much more than just a place to buy the Club’s products; it is a true hub for our community, where fans can immerse themselves deeply in the AC Milan experience”.
“In line with the vision of Gerry Cardinale and RedBird Capital Partners, the new Flagship Store represents another significant step towards the creation of unique experiences at the intersection of sport and entertainment, marking an important advancement in AC Milan’s retail expansion project,” added Oettle.
The opening of the new Store takes on even greater significance as it coincides with the start of the season in which the Club will celebrate its 125th anniversary, thus uniting AC Milan’s rich history with its vision and offering fans a unique mix of past, present and future. The Store will be a destination where 125th anniversary products will be released throughout the season, offering fans and visitors the opportunity to take home a piece of the Club’s history.
Some of the Club’s recent successes in the retail space include the new store in Malpensa, a pop-up store in Stazione Centrale, a temporary store in Riyadh for the 2023 Supercoppa Italiana and a travelling pop-up store during the Pre-Season Tour in the United States last summer. These developments highlight Milan’s strategic efforts to enhance its retail presence and offer fans unforgettable experiences.