The historic Made in Italy brand, a symbol of artisanal excellence in the world of football, is opening a new concept store in Milan, at Via Seneca 4. An experiential space of around 100 square metres designed to showcase the brand’s identity and its deep connection with football culture, transforming the store into a true meeting place for fans, collectors and industry professionals. In addition to iconic footwear models such as Lazzarini, Superleggera, Superstar and Epoca, the store features a selection of lifestyle and clothing collections, as well as limited editions and special collaborations, which are distinctive hallmarks of the brand. The concept store will become the beating heart of a dynamic programme of events, featuring dedicated experiences. The highlight will be the ‘Su Misura’ events, held every two weeks, with the chance to book exclusive sessions for the customisation of footwear. The calendar will also include new capsule collections and collaborations, such as those with Panini, Tacchettee and Sangi.