MILAN — Palm Angels is kicking off its next phase under new owner Bluestar Alliance by unveiling an updated retail blueprint at its revamped Milan flagship.

Located on central Via Verri, one of the luxury thoroughfares in the Golden Triangle shopping district, the 1,614 square-foot, two-level store — originally opened in 2022 — was redone by architectural and design studio MRZ Architetti, which sought to combine urban and industrial elements with tropical accents.

“The objective of the new concept is to engage the community in a way that is more aligned with the brand’s DNA. We wanted to remove selective barriers that previously limited access and direct interaction with the product, creating a space that feels more open, immediate and authentic,” said chief executive officer Luca Donnini.

“As Palm Angels enters a new chapter, retail will play an increasingly central role in our international growth strategy,” he said. “The Milan flagship is a statement store that defines how we want the brand to be experienced globally — a space that places product, materials and creativity at the center,” he said, adding that a redesign of the Dubai store is already underway, alongside the planned opening of franchised stores across Europe, Asia and North America.

As reported, in February 2025 global brand management firm Bluestar Alliance LLC acquired the luxury streetwear brand founded by Francesco Ragazzi in 2015, from NGG for an undisclosed sum. Ragazzi, who also served as creative director, exited the brand.

The revised store concept plays with contrasting materials — travertine stone mingles with a herringbone-patterned carpet flooring, while embossed black metal and polished steel displays are juxtaposed with oak wood furniture. The dressing rooms on the ground floor are decked in a custom palm wallpaper by the British luxury interior label House of Hackney, while the basement floor is characterized by dark painted ceilings and walls covered in jute and other textured materials.

Marking the flagship’s reopening on Friday, Palm Angels is dropping a winter-themed capsule collection comprising a T-shirt and hoodie featuring a beheaded teddy bear wearing a beanie, puffer jacket, and scarf spelling out Cortina, the famous ski resort on the Dolomites.

The capsule — which drops exclusively at Palm Angels flagships as well as on the brand’s e-commerce site — marks one of the many direct-to-consumer activations planned to reignite brand desirability, Donnini said.

“From a development perspective, the brand is working to expand the product categories traditionally associated with Palm Angels, while creating activation moments through collaborations and special projects developed exclusively for the DTC channel,” the CEO said.

Palm Angels’ fashion collection originally stemmed from a book published by Ragazzi, who is also a photographer, in 2014.

That book, simply titled “Palm Angels” with a foreword by Pharrell Williams, featured Ragazzi’s dreamlike images of the sun-saturated Los Angeles skate scene, a big visual and aesthetic source of inspiration for the fashion brand — as much as the palm tree. Over the years the brand has garnered a loyal following and significant influence within the fashion world.