AC Milan is pleased to officially announce the opening of its new Flagship Store on Via Dante, in the vibrant heart of Milan.
The new Flagship Store is set to become a new “destination” for AC Milan fans and a must-visit for tourists in Milan, offering a unique experience that combines the passion for the red and black colours with the style and culture that distinguish both Milan and AC Milan – a premium environment where fashion meets football.
Covering approximately 500 square meters, the new Flagship Store is the largest for the Rossoneri. It is strategically located between the Duomo and Castello Sforzesco, on Via Dante, one of the liveliest streets near Milan's main attractions. With six large windows capturing the attention of passers-by, the Store will be easily accessible to both local fans and tourists.
Inside, the Rossoneri’s colours blend with light tones for an elegant style. Premium finishes and detail accents like polished plaster, timber flooring, sleek wall fixtures, and integrated LED lighting give the Store a premium feeling creating, and guiding visitors through sports collections, lifestyle items, and limited editions. Distinctive details, such as the metro railings, the Duomo-inspired coving, and original arches complete the Store and provide a modern twist on classic details, while rampart references from the Castello Sforzesco integrated onto the till areas evoke the city of Milan and create an authentic environment.
The Store also serves as an immersive space dedicated to the AC Milan brand, offering an ever-changing fan experience, from the digital floor area on the ground floor, which provides a 360-degree atmosphere with surround sound, to Self-Checkout Totems to simplify the shopping experience, to a 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, where Milan Clubs from around the world can place their stickers and share their passion for AC Milan.
To mark the opening, the Club has developed a special exclusive collection, “Diavoli Welcome to the Inferno,” consisting of a special t-shirt and tote bag. This capsule collection celebrates the profound symbolic connection between the Devil, AC Milan’s symbol, and Dante’s Inferno, which, with the opening of the new Flagship Store on Via Dante, takes on an additional layer of meaning by associating the Rossoneri’s Devil with Dante’s Inferno.
The new Flagship Store is designed to be flexible, customizable, and versatile for every need. It is not only a retail outlet but also a dynamic hub for the Rossoneri’s Club events and initiatives. Here, fans will be able to gather and interact with the world of AC Milan in new ways.
Maikel Oettle, Chief Commercial Officer of AC Milan, commented: “We are thrilled to open our new Flagship Store in the heart of Milan, our city and a symbol of style and elegance worldwide. 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 deeply immerse themselves in the AC Milan experience.”
The opening of the new Store is even more significant as it coincides with the start of the sporting season in which the Club will celebrate its 125th Anniversary, thus uniting AC Milan’s rich history with its innovative vision – creating a place where tradition and innovation meet, offering fans a unique blend of past, present, and future. The new Store will serve as a destination for limited-edition 125th Anniversary products throughout the season, allowing fans and visitors the opportunity to take home a piece of the Club’s history.
The new Flagship Store on Via Dante represents another significant step towards creating unique experiences at the intersection of sports and entertainment – in line with the vision of RedBird Capital Partners and Gerry Cardinale – marking an important advancement in AC Milan's retail expansion. Recent successes include the new store at Malpensa’s Airport, a pop-up at Stazione Centrale, a temporary store in Riyadh for the 2023 Italian Super Cup, and a travelling pop-up store during last summer’s Pre-Season Tour in the United States. These developments highlight AC Milan's strategic efforts to enhance its retail presence and offer unforgettable experiences to its fans.
Source: AC Milan
