Explore the epitome of luxury at LDR22, Lucio Di Rosa’s groundbreaking concept that seamlessly merges store, showroom, and agency. Following the success of the Los Angeles location in July, LDR22 opens its doors in Milan—a 700-square-meter haven situated in the historic Palazzo Meli Lupi di Soragna.
With over 20 years of experience in luxury fashion, Lucio Di Rosa sets a new standard in VIP and label interactions. The Milan showroom, opening on December 4, transcends traditional spaces, offering an exclusive environment for celebrities to connect with luxury labels intimately.
LDR22’s seven rooms feature a fresco, marquetry floors, and a private courtyard for discreet celebrity arrivals. Lucio Di Rosa’s vision goes beyond the ordinary, creating a residence-like atmosphere where celebrities comfortably engage with luxury labels. Departing from the norm, LDR22 provides a personalized touch, with Di Rosa even crafting pasta dishes for esteemed guests like Angelina Jolie, Jennifer Lopez, Helen Mirren, and Sharon Stone.
Furnished with Di Rosa’s personal collection and in collaboration with luxury brand Fornasetti, LDR22 exudes sophistication. Self-financed by Di Rosa, the showroom, completed in under two months, showcases meticulous attention to detail.
LDR22 serves as a platform for carefully selected emerging labels, offering them Di Rosa’s expertise. These labels receive exposure to celebrities and bespoke consulting services on brand communication, social media content creation, and business strategy. Di Rosa emphasizes the importance of building enduring relationships with celebrities, creating specific communities for each label.
Born in Tuscany and well-traveled between Milan, Los Angeles, London, and Monte Carlo, Di Rosa’s journey includes an internship at Armani and roles with fashion powerhouses. After setting up independently, he opened his first showroom in Los Angeles, featuring Tod’s, Mach & Mach, Marmar Halim, Rahul Mishra, Des Phemmes, The Attico, and Taller Marmo, alongside prestigious hotels like Mandarin Oriental and Palazzo Parigi.
Expanding into Milan, LDR22 bridges the gap between the USA and Europe. Di Rosa strategically selects Milan based on client preferences, starting with Tod’s and Retrofête, the US label eager to expand in Europe. Di Rosa’s vision underscores the influential role of celebrities in amplifying label visibility, where a standout red-carpet outfit can resonate on social media for months, surpassing traditional advertising campaigns.
