Serapian Milano Brand
Serapian Arrives In New York On Madison Avenue
Luxferity, 22.10.2023
Serapian, the historic leather goods Milanese Maison, opened the doors of a new boutique on New York’s Madison Avenue.
Reputed as the ultimate quiet luxury brand, the Italian Maison was founded by Stefano Serapian in 1928 and is known for its unmatched artisanal excellence. Often referred to as "Milan’s best kept secret" by luxury insiders, Serapian is taking its ephemeral store concept to the heart of the Upper East Side.
Located at 785 Madison Avenue, the boutique marks the second stop of the Maison’s global expansion plans, following its successful pop-up store on rue de la Paix, near Place Vendome, in Paris last summer.
The Maison’s craft and artisanal prowess will be in full display at the location, exalted by Serapian’s timeless and iconic creations for women and men, such as the iconic Secret bag, a Bespoke Salotto, and the boutique’s exceptional décor and furniture.
Inspired by futurist paintings by Serapian family friend Giorgio De Chirico, the 130-square-meter space is punctuated by golden arches and opulent marble details, the latter a nod to Villa Mozart, Serapian’s headquarters in Milan.
“Serapian is glad to have the opportunity to unveil its authentic Milanese universe in the heart of New York. The most discerning connoisseurs will notably be able to discover the Maison’s unique Bespoke experience featuring the signature Mosaico weaving technique” says Maxime Bohe, CEO of Serapian.
Taking center stage in the boutique is the Bespoke Salotto, the cornerstone of Serapian’s craft, which offers a personalization service to sophisticated customers looking for signature Mosaico creations, crafted from the nappa leather weaving technique that has been mastered by the Maison since Stefano Serapian introduced it in the 1940s.
Boasting over 44 different tones of nappa leather to choose from, the Bespoke Salotto invites clients to create as many color combinations as the imagination allows. A master artisan at the boutique welcomes them showcasing the artisanal know-how embedded in the Mosaico handiwork.
Scattered with intriguing Milanese design pieces, the boutique features furniture by Doppia Firma, a design project bringing together innovation and the tradition of great artisanship. It also includes a Bespoke rendition of the iconic Catilina armchair by the historic Milanese design collective Azucena featuring Mosaico-crafted cushions, among other items.
The Maison’s photographic project “Milano By”, developed with Guido Taroni and centered around Milanese personalities portrayed in their private spaces, is also displayed inside the Madison Avenue boutique.
