AC Milan proudly announces the grand opening of its latest flagship store on Via Dante, a lively street in Milan’s vibrant core.
This flagship store promises to be a prime destination for AC Milan supporters and a key attraction for tourists, merging the club’s iconic red and black spirit with the city’s unique style and culture. It’s a premium space where football meets fashion.
Spanning around 500 square meters, this is the largest store for the Rossoneri. Positioned between the Duomo and Castello Sforzesco on Via Dante, one of Milan’s busiest streets, the store is ideally placed to draw in local fans and international visitors with its six large, eye-catching windows.
Inside, the store’s design harmonizes AC Milan’s colors with light tones for an elegant ambiance. High-end finishes, such as polished plaster, timber flooring, sleek wall fixtures, and integrated LED lighting, create a luxurious feel. Unique elements like metro railings, Duomo-inspired coving, and original arches add a modern twist to classic details, while references to Castello Sforzesco at the till areas evoke Milan’s historic essence.
The store also serves as an immersive AC Milan experience, offering dynamic fan interactions. Features include a digital floor area with surround sound on the ground floor, self-checkout totems for a smooth shopping experience, and a ticketing corner on the second floor. Additionally, there is a Champions League corner with a replica trophy and a Milan Club wall where fans worldwide can leave their mark.
To celebrate the opening, AC Milan has introduced the exclusive “Diavoli Welcome to the Inferno” collection, featuring a special t-shirt and tote bag. This collection symbolizes the deep connection between the club’s Devil emblem and Dante’s Inferno, enhancing the meaning with the store’s location on Via Dante.
The flagship store is designed to be flexible and versatile, serving as both a retail space and a hub for club events and initiatives. The inauguration was attended by Chairman Paolo Scaroni, Chief Commercial Officer Maikel Oettle, Head Coach Paulo Fonseca, and several players from both the men’s and women’s teams. Partners, stakeholders, and a large crowd of fans also joined the celebration.
Maikel Oettle, AC Milan’s Chief Commercial Officer, remarked, “We are excited to open our new flagship store in the heart of Milan, a city known globally for its style and elegance. This store reflects our commitment to our fans and our city. It’s more than just a retail space; it’s a community hub where fans can immerse themselves in the AC Milan experience.”
Oettle added, “In alignment with Gerry Cardinale and RedBird Capital Partners’ vision, the new flagship store marks a significant step in creating unique experiences at the intersection of sports and entertainment, advancing AC Milan’s retail expansion.”
The store’s opening is particularly meaningful as it coincides with the start of a season celebrating the club’s 125th anniversary, blending AC Milan’s rich history with its forward-thinking vision. Throughout the season, the store will feature limited-edition 125th anniversary products, offering fans a chance to own a piece of the club’s legacy.
Recent successes in retail include new stores at Malpensa Airport, a pop-up at Stazione Centrale, a temporary store in Riyadh for the 2023 Italian Super Cup, and a traveling pop-up store during last summer’s pre-season tour in the United States. These initiatives highlight AC Milan’s strategic efforts to enhance its retail presence and deliver unforgettable experiences for its fans.
