Rh goes full milan: a palazzo takeover and a serious investment
Milan Design Week transformed into a full-blown spectacle this week as Restoration Hardware unleashed a lavish, unprecedented invasion of the city’s design scene. Forget subtle nods; this was a seismic arrival, centered around a stunning 19th-century palazzo that immediately became the epicenter of a buzzing, A-list frenzy.
A star-studded stampede
The scene on Tuesday evening was, frankly, chaotic. Hundreds of onlookers crammed the entryway of the Palazzo del Principe di Piombino, bathed in dramatic uplighting, awaiting access to RH’s latest European showcase. Margot Robbie and Zoe Saldaña navigated the throng with practiced ease, a clear indication of the brand’s audacious strategy. Inside, the atmosphere was a heady mix of Italian grandeur and American excess – a deliberate, and undeniably effective, juxtaposition.
A roman holiday…with a twist
The lobby itself was a curated homage to Italian architectural heritage, boasting volumes of books by Palladio, Da Vinci, and Brunelleschi, including a rare 16th-century edition of Vitruvius’s De Architectura. Beyond, a courtyard buzzed with activity: Sant Ambroeus Milan’s team concocted miniature bowls of Da Vittorio’s famed triple-tomato paccheri, while a French house DJ spun beats, a surprisingly apt soundtrack to the opulent setting. I nearly choked on my own incredulity – 'Mamma mia,' I thought, barely suppressing a reaction.
Bar basso’s neon reign
Adding another layer of extravagance, Bar Basso, the legendary street-side bar that transforms Milan Design Week’s Corso Como into a mini-Glastonbury, commandeered the top floor. They served their signature negroni sbagliati beneath a recreation of their iconic neon sign – a brilliant move, and a smart play on the city's established design culture.
Friedman’s vision: patience and persistence
Behind this whirlwind expansion lies Gary Friedman’s unwavering belief. “Patience,” he succinctly stated, addressing the challenges of launching RH Paris, Milan, and London within a single year. “We’ve worked tirelessly and overcome countless obstacles for more than 25 years, transforming an essentially bankrupt Restoration Hardware that sold slinkies and yoyos into RH.” The brand’s rapid evolution – from a modest furniture retailer to the world’s largest luxury home furnishings brand – is a testament to that dedication. Notably, RH’s interior design wing, now a significant force in its own right, has quietly secured the largest residential interior design firm globally, operating across continents.
Beyond the furniture: a european footprint
The European push isn’t just about showcasing pretty showrooms. It’s about establishing a permanent presence. RH’s gallery in Aynho Park, Oxfordshire, exemplifies this commitment – a sprawling manor house, painstakingly restored by Sir John Soane, speaking to a calculated desire to deeply embed itself into the community. This isn't a fleeting gesture; it’s a deliberate cultivation of roots.
A calculated risk, a resounding success
While some locals expressed reservations about the influx of American brands during Milan Design Week, the response to RH’s arrival was overwhelmingly positive. Brunello Cucinelli and Remo Ruffini mingled with Martino Montenaro and Piero Lissoni, demonstrating a willingness to embrace this new level of extravagance. The sheer volume of attendees, happily snapping photos with Cloud sofas and indulging in caviar blinis, spoke volumes about the brand’s immediate appeal.
Friedman closed with a confident assertion: “There’s a realization that we’ve planted real roots, and plan to be a permanent part of the community.” Next stop: London.