Berlin may be the newest fashion hotspot, but it just got a whole lot cooler with the opening of Italy’s urban chic label Premiata. Because of the increasing popularity and cutting-edge reputation of the German capital, Premiata’s creative director Graziano Mazza has smartly decided to open the second Premiata boutique in the Mitte district, where new trends and creative energies are boiling.
Mazza developed the brand in 1995, transforming his four generations-old family-run company from classic shoes production into a new modern footwear line. Featuring men’s and women’s accessories and clothing collections, Premiata’s signature style is urban and sophisticated, drawing on tradition while giving garments a luxurious modern feel. Mazza achieves this through rigorous tailoring, the use of the latest production technologies as well as ancient methods in the historic company’s location, in Montegranaro, Marche.
The Berlin 80m² shop is located in a building that dates back to the early 1900s and comprises ultramodern interiors already designed for the Milan boutique. A corner is dedicated to Premiata White collection, a new project launched by the label, that is inspired by the laid-back elegance of the ’80s. With display units in metal with shiny oil-effect shelves and colored cement paste flooring, the new location is a mirror and appropriate container of the label’s fusion of tradition and avant-gard style.