Gucci has rolled out the first of its new store design concept by newly-minted creative director Alessandro Michele, showcasing his first Fall/Winter 2015/16 collection for the Italian luxury label.

Gucci’s flagship store in Via Montenapoleone, Milan, is the first of the house’s global network of boutiques to be redesigned and sets the tone for the new brand retail environment.

With a look that invites customers to feel welcome and relaxed, the architecture and interior design is discreet. Soft elements like velvet armchairs offset harder surfaces and industrial elements, such as rivets. Contemporary luxury is suggested not only by the employment of beautiful and idiosyncratic materials, but also through a determinedly spare use of space.

In keeping with the elegant and contemporary eclecticism that characterises Gucci’s new collections, the store sees the combination of traditional and modern, industrial and romantic.