MILAN — “For me, it’s about creating a balanced space,” said Argentinian designer Juan Maiz Casas, referring to the newly opened location for his eponymous brand in Milan.
Located on Via Melzo 3, in the city’s arty Porta Venezia neighborhood, the store is set inside a typical Milanese palazzo and is accessible through the internal courtyard. It reveals upon entry a raw, intentionally unfinished character that blends a rustic texture with a minimalist layout.
The upper portion of the walls is white and smooth, while the lower section exposes irregular brickwork and the polished light-gray concrete floor adds an industrial look. The concrete works in harmony with the raw brick and the selection of objects and furniture placed around the space, reinforcing the balance between warmth and minimal design.
In fact, spanning 1,080 square feet, the store was arranged to evoke a cozy, homey atmosphere.
In an interview, the designer explained the origins of the brand. “It’s a continuation of my lifestyle, things I’ve experienced over time and things I was born into. Growing up in the countryside, riding horses, playing polo, these are the elements that shaped me.”
All the pieces, designed by Maiz Casas himself, are inspired by the landscapes where he grew up, between the Argentine pampas and Patagonia. Leather, ponchos, Argentina’s culinary traditions, horseback riding and the broader gaucho culture rooted in traditional livestock farming all contributed to the aesthetic that defines his brand.
Displayed on a table found in an antique shop in Tuscany is the “A la Mesa” tableware collection, featuring wooden plates typical of Argentinian restaurants serving “asado” (traditional barbecue), alongside woven mats. The knives are crafted in a farming town in the province of Buenos Aires, renowned for its high manufacturing standards, and the blades are made of Argentinian steel, while the silver detailing uses Alpacca, a highly resistant decorative alloy also known as German silver.
Inside Juan Maiz Casas store in Milan.
Courtesy of Juan Maiz Casas
Hand-knotted rugs made from 100 percent sheep wool and crafted in Argentina by artisans adorn the floor. They are unique pieces that take six to eight weeks to produce.
Ponchos, a staple of Argentine culture, are also on display, crafted from fine sheep wool, alpaca wool or cotton in earthy tones ranging from red and brown to beige and white. A small collection of shawls made from cotton and baby alpaca, crafted in Peru, completes the textile line.
One of the brand’s signature pieces on display is the leather bags collection. Crafted from 100 percent genuine Argentine vegetable-tanned leather, the bags develop a unique patina over time, adding character to each item. Recently, the designer introduced a black leather version alongside the signature natural tone and expanded the category to crossbody bags and small clutches.
Maiz Casas has explored all product categories, including fragrance, for which he conceived the Fin’Amor perfume. Created in Tasmania where he lived for 15 years with his family, it features floral and citrus notes enriched with leather, wood and bergamot. The name draws from the medieval concept of the chivalric idea of noble devotion and secret desire, a romantic notion fully aligned with the spirit of his creations.
“I’ve put my life into this brand, and that’s why it feels so much like me, it’s everything I’ve lived over the years, from Argentina to Milan,” he explained.
Prices range between 315 euros for the alpaca shawl to 2,370 euros for the “collection natural” rug.
In 2000, after receiving a family inheritance, the designer moved to Tasmania, where he founded the Piermont Retreat, including a restaurant overlooking the island’s east coast. There he became involved in the interior design of the space, gaining confidence in his creative abilities and beginning to develop the pieces for his brand.
Inside Juan Maiz Casas store in Milan.
Courtesy of Juan Maiz Casas
His design touches are scattered throughout the Milan space, including two handcrafted chairs in vegetable-tanned leather produced in Argentina. Alpaca cushions and a bench complete the interior. Highlighting the importance of the space and how everything is placed with extreme accuracy, he said, “It’s not just about selling a handbag or a poncho and displaying it; it’s about filling a space with elements that make it feel complete.”
His journey continued in Munich, where he relocated in 2022 and opened his second store in 2024, which he closed before arriving in Milan with his latest location, which opened in early November.
The store’s tucked-away location encourages customers to seek it out, in line with his vision of a more tailored, intimate approach. For him, products crafted with care, detail and in small quantities are meant to be experienced slowly, and ideally in person. “Good things take time,” he remarked, emphasizing the importance of preserving the artisanal nature of his brand.
In his vision, Milan will serve as a platform for future projects, including capsule collections and pop-ups in exclusive destinations such as Saint Moritz, Saint-Tropez and other resort locations.
