German precision and Milanese vitality, a winning union which has found a home in Corso Vercelli, one of Milan’s most prestigious shopping streets. Fielmann, a leading German eyewear company, recently opened its first Milanese store here. The store is located inside an eclectic 1930s ‘palazzo’, and is spread over 240 sq.m., with a layout designed specifically to make the customer experience unique. The eyewear is displayed on exquisite illuminated shelves, a concept studied to highlight Fielmann’s vast range, and maximize its most iconic frames, including those of the ‘Milano’ collection, created especially for the city of Milan, and the new colours of the AB collection, dedicated to chef Alessandro Borghese, the face of the brand. The new styles, developed by Fielmman with Marco Collavo, the company’s own Italian designer, are 100% Made in Italy. Other highlights include an in-store ‘Service Station’, where customers can have their glasses checked and cleaned with an ultrasonic cleaner, and a hospitality area featuring a corner bar, where customers can relax and enjoy a cup of coffee.