Rh goes full milan: a palazzo takeover and a serious investment
Milan Design Week transformed into a full-blown spectacle this week, thanks to Restoration Hardware’s audacious arrival. Forget subtle displays – the brand unleashed a wave of luxury and scale that left seasoned industry insiders reeling.
A queue that stretched for hundreds of yards
On Tuesday evening, the normally elegant Giardini Indro Montanelli were dominated by a serpentine queue snaking for hundreds of yards from both ends of a monumental 19th-century palazzo. The ornate facade, dramatically lit, framed the entrance to a scene of A-list celebrity frenzy – Margot Robbie and Zoe Saldaña were spotted weaving through the paparazzi, eager to enter. This wasn’t just another Design Week event; it was something else entirely.
Inside the marble dream
Stepping into the palazzo’s grand lobby was like entering a meticulously curated museum. Books by Palladio, da Vinci, and Brunelleschi lined the walls, alongside a rare 16th-century edition of Vitruvius’s De Architectura. From there, the crowd flowed into a courtyard buzzing with Sant Ambroeus cocktails, miniature bowls of Da Vittorio’s triple-tomato paccheri, and the pulsing rhythms of a French house DJ – clearly, RH had spared no expense. I nearly choked on my own incredulity.
Bar basso's neon takeover
But the true coup de grâce? Bar Basso, the legendary street bar known for its iconic neon sign and nightly mini-Glastonbury atmosphere, commandeered the top floor. They were serving their signature negroni sbagliati, bathed in the glow of the replicated sign. It was a breathtaking, almost absurd, juxtaposition.
Friedman’s pragmatic vision
Gary Friedman, RH’s chairman and CEO, offered a succinct explanation: “Patience.” He revealed that the company's remarkable success – transforming a struggling slinky and yo-yo business into a global luxury giant – has been built on more than 25 years of relentless dedication. “To open RH Paris, Milan, and London within a 10-month period, all in unique and significantly historic buildings, each with unique and distinctive hospitality experiences, is a dream come true,” Friedman stated, a clear declaration of ambition.
Beyond furniture: an interior design empire
However, RH’s European expansion isn’t simply about selling furniture. The brand’s interior design division has quietly become the largest residential design firm in the world, overseeing projects from Dallas to Dubai. Their 2012 Los Angeles gallery proved pivotal, leading to the immersive hospitality-retail model that’s now defining their presence across the United States – think Aynho Park’s manor house, meticulously restored by Sir John Soane.
Milan: a family affair
The choice of Milan was, according to Friedman, deeply personal. “Milan is a city of dreamers, designers, and definers,” he explained. “People who have taught us to inspire and to create desire.” He also cited family roots, viewing the gallery as a tribute to his mother and uncle. “This is about a lot more to me than selling furniture,” he emphasized, recalling the frantic email and subsequent flight to secure the Palazzo del Principe di Piombino. A deal was finalized on the balcony overlooking the courtyard – a fittingly dramatic conclusion to a truly monumental launch.
A bold statement in a changing landscape
Amidst concerns that the design world and local Milanese are increasingly wary of the influx of Fashion brands during Design Week, RH’s arrival felt like a deliberate, confident statement. Brunello Cucinelli and Remo Ruffini mingled with Martina Mondadori and Piero Lissoni, all while indulging in caviar blinis and copious amounts of Bar Basso’s negroni. It’s clear: RH isn't just participating; they’re asserting themselves as a major player.
The future is european
With a London outpost slated for later this year, RH’s European ambitions are only just beginning. And as Friedman succinctly put it: “We’ve planted real roots, and plan to be a permanent part of the community.”