industry insider | Feb 16, 2018 |
The huge Italian brand you don’t know yet is coming to LA

Whether or not you’ve heard of it, Visionnaire is huge: With a presence in 55 countries worldwide, the Italian luxury brand’s first flagship outside of Milan is opening in Los Angeles’s West Hollywood area. (It also made waves during last year’s Salone del Mobile, when it debuted a collection crafted from sustainably sourced materials using environmentally friendly production.)

Visionnaire’s new Los Angeles showroom; courtesy Visionnaire
Visionnaire’s new Los Angeles showroom; courtesy Visionnaire

Find it this March, in a 3,500-square-foot space within a midcentury modern building that the brand is outfitting as both showroom and workroom. Giuseppe Baldassarre, North and South America brand manager for the company, gives EAL the scoop.

The showroom, says Baldassarre, affords an “opportunity to both introduce and showcase the holistic Visionnaire concept, and our capabilities to customize environments, whether living rooms, bedrooms, dining, wellness or even the Visionnaire Mayfair Kitchen.” A landscaped outdoor space is also part of the deal, designed to, as he says, “highlight our extensive outdoor collection, which is perfect for L.A.”

Speaking of aesthetics, are American designers looking for similar looks than those in Europe? “Visionnaire has always been a very forward-thinking company, constantly evolving aesthetically, and setting trends, rather than responding to them,” Baldassarre says.

The decision to open stateside came down to the brand’s connections and to client requests. “We have established and long-standing relationships with many of the most important architects and developers in the city, and have already completed several amazing projects in Beverly Hills and Bel Air, so our customers have been requesting it for some time. Because Los Angeles real estate is currently experiencing a new renaissance, our company has decided to invest directly in a flagship store—the first non-franchised, company-owned showroom outside of our Italian showrooms in Milan and Bologna—on the West Coast, to complement the Visionnaire ‘monobrand’ showroom in Miami.”

Want to stay informed? Sign up for our newsletter, which recaps the week’s stories, and get in-depth industry news and analysis each quarter by subscribing to our print magazine.
Advertisement