MILAN — Outfitted with an art space and a vegan bistro, upscale Italian design firm Visionnaire wants end consumers to hang out a while.
On Tuesday, Visionnaire, which was founded by the Cavalli family in Bologna, Italy, in 1959, unveiled a new redesign of its Milan flagship, which includes a new bistro and gallery space. At a press presentation, chief executive officer Leopoldo Cavalli and his sister, creative director Eleonore Cavalli, said the restyling not only strengthens the brand’s global positioning strategy but also reflects its stylistic evolution that embraces a more retail-oriented model. The Cavallis were flanked by former Gucci president and CEO Marco Bizzarri, who invested in the firm and spoke about welcoming younger generations.
Bizzarri made his first investment in Visionnaire in July 2024, leading FOREL with Mario Gardini as an advisory company to FARO Alternative Investments. Under Bizzarri’s leadership, FOREL entered into an agreement on behalf of the FARO fund to acquire a majority stake in the Italian luxury interior design brand Visionnaire (IPE Srl).
“Younger generations are increasingly looking for unique, non-standardized products. This strategy aims to make the brand even more globally recognizable, focusing on a combination of creativity, exclusivity and craftsmanship, elements that today represent the true added value in the luxury market,” Bizzarri said.
At the time of the investment, the deal’s aim was to help Visionnaire with resources to accelerate its international trajectory and to fuel the company’s next phase of growth through the expansion of its network in key global cities. The goal is also to develop branded residences, and enhance its brand and client engagement strategies.
Looking ahead, Leopoldo Cavalli told WWD that the team is committed to enhancing the brand’s iconic products and meeting the needs of end consumers and interior designers, while focusing on full home design projects, which currently represent the lion’s share of the business. “We want to start proposing materials that are more mainstream for everyday life — like metals and wood that enrich our current offering,” he said.
Leopoldo Cavalli
Courtesy of Visionnaire
The revamp project sets the standard for all of Visionnaire’s other worldwide locations to come. The redesign involved 20 years of planning in which Eleonore Cavalli modernized the space originally conceived in 1962 as the Cavour cinema, designed by famed Milanese architect Vittoriano Viganò. Her new vision turned the historic landmark into a journey made up of various stations and distributed across three levels awash in precious marble, metallic accents and natural stone colors like mocha mousse to reflect the earth’s clay and emerald green to represent renewal. The refreshed space includes a grand staircase and a gallery and bistro, which are at the core of the company’s new brand concept.
For the new bistro, Visionnaire tapped Linfa, the first Italian concept restaurant that is entirely plant-based, vegan, and 100 percent gluten-free. Linfa was opened in 2021 by Milan entrepreneur Edoardo Valsecchi and is situated in the city’s Tortona design district, a few steps away from the Armani/Silos exhibition space.
“Linfa is a concept that is linked to sustainability and in a complicated world and a high-tailored formula that is centered around wellness,” said Leopoldo Cavalli, adding that he hopes to partner with like-minded restaurants in the firm’s locations worldwide and if that’s not an option, he wouldn’t rule out expanding Linfa by integrating it into its global outposts.
Visionnaire’s Milan bistro
Visionnaire
Visionnare’s London space, which will soft open in March, will reveal a new five-floor space complete with an art gallery area, bistro, a pilates club and a spa. Shanghai, which is expected to open in July, is also expected to house a bistro and a gallery space.
Luxury home and design firms continue to bet on China’s resilience to fuel growth, despite the economic slowdown and fragile state of its property market.
Versace Home, for example, currently has 10 retail locations in China, comprising both monobrand stores in Shanghai, Hangzhou, Zhengzhou and, most recently, Xi’an. In June, Italy’s Molteni&C opened its largest flagship in the world in Shanghai with local partner Domus Tiandi. French firm Roche Bobois has significantly fortified its position in the Chinese market with a majority stake in Shanghai Rock Castle Furniture, its lucrative franchisee in China. The latter has its eye on rising commercial and industrial cities like Chongqing and Chengdu that have 8 million to 9 million inhabitants and that it sees offering major opportunities.
Worldwide, community-building facets like art galleries are key and will showcase the work of international artists from a curated program. In Visionnaire’s Milan flagship, the work of Argentine artist Daniel Gonzales and his “I Love You” hand-sewn work on canvas are currently on display. Leopoldo Cavalli said that the aim is to open up Visionnaire to potential consumers. “We want to create a community of friends and lovers, while at the same time emphasizing the best products in our catalogue,” he said.
Entirely made in Italy, its collections have involved leading Italian internationally recognized designers like Draga & Aurel, Matteo Cibic and Studio Pepe, under the direction of Eleonore Cavalli. Products span across a full range of living, bedroom, bathroom, kitchen and outdoor spaces, as well as bespoke home design solutions.
With operations in more than 55 countries, Visionnaire has a strong international presence through six showrooms in Milan, London, Dubai, Hong Kong, Miami and Los Angeles; 25 monobrand stores; select specialty stores, and partnerships with elite architects and interior designers around the world.
Visionnaire’s revamped Milan flagship.
Courtesy of Visionnaire
