Ralph Lauren moves ahead by offering a larger-than-life shopping experience as he inaugurates his private club in Milan, the Palazzo Ralph Lauren. The American label is elevating luxury shopping as well as customer service to higher level with the opening of an exclusive members-only club for Ralph Lauren’s most valuable clients.
Palazzo Ralph Lauren is located in a 1941 Rationalist style building and is known as Casa Campanini. It spreads over 12,000 square feet which is more than enough to host trunk shows, craftsmanship demonstrations and other private events, as WWD reports.
The label’s Via Montenapoleone store has closed its doors to make way for ultimate shopping experience at new Palazzo Ralph Lauren. It sports Ralph Lauren Home collection pieces on the terrace which are put up to support the specially curated cocktail events, lunches or dinners and also available for purchase.
Designed to make shoppers feel at home, the store is set up to strengthen personal relationships with VIP customers. Accessible by appointment only, it houses women’s clothes and accessories into wardrobes, just like it is done at home. The Purple Label men’s area resembles a bespoke atelier, offering made-to-measure suits in a range of exclusive fabrics, or bespoke blousons in vegetable-dyed Louisiana alligator. 
Additional perks are rolled out in form of priority reservations at Ralph Lauren eateries, invitations to special events and other personalized services for the members of the club. 
For the opening night, about 300 top clients were invited to tour the Palazzo Ralph Lauren. Set within a grand apartment, it boasts of sumptuous shopping suites, a sprawling rooftop terrace and an in-house chef. It also offers deep pocketed shoppers to indulge in exclusive products like tri-color crocodile Ricky bags to the $50,000 Automotive Skeleton watch with its unusual burl wood bezel and see-through mechanisms which is not yet available in any store. 
Guests were also given an opportunity to place orders on Lauren’s spring 2016 runway collection,which was presented on live models in the palazzo’s courtyard earlier on the opening day.
Ralph Lauren believes that Milan is a unique city where people appreciate refinement, quality and style which is ideal for the new club which offers “custom experiences” in a romantic and glamorous setting.
Ralph Lauren Via WWD
