Located along the elegant Corso Venezia, the new Safira Milano boutique designed by Flaviano Capriotti Architetti embodies the fusion of Moroccan roots and Milanese culture. A refined, sensitive project that interprets the brand’s identity through light, material and color.
There is a corner of Milan that tells a new story, woven from cultural connections and sensory languages. This is where the flagship store of Safira Milano takes shape — the physical manifesto of the brand founded by designer Halima Hadir. The name Safira, meaning “ambassador” in Arabic, immediately evokes her role as a bridge between cultures.
Designed by Flaviano Capriotti Architetti, the store integrates seamlessly into the urban fabric of Corso Venezia, revealing an interior space rich in materiality and emotion. Every detail is conceived to create an immersive experience, where interior design becomes a visual and symbolic narrative.
Four Design Elements: Light, Earth, Wood and Color
The project concept is structured around four essential elements: light, earth, wood, and color. The warm, diffused lighting — inspired by the skies of North Africa — is shaped through the meticulous lighting design by Rossi Bianchi Lighting Design, highlighting surfaces and architectural volumes.
Earth enters the space through irregular walls coated with Ricehouse plaster, made from rice husks — a sustainable material reminiscent of Moroccan raw-earth architecture that also enhances indoor air quality. Its texture celebrates nature’s imperfection and strength.
The solid elm wood flooring by Castiglioni adds warmth and authenticity, recalling both Italian and Moroccan artisanal traditions. Color is introduced in the form of a deep yellow hue, fading into orange — a radiant tone that becomes the brand’s chromatic signature and interacts harmoniously with the natural materials throughout.
The Rediscovered Arch: Symbolic Gesture and Spatial Identity
A key architectural gesture gives the project its symbolic weight: the restoration of a large 19th-century arch, once concealed by false ceilings and drywall. Its reemergence reinstates a historical rhythm to the space and serves as a bridge between past and present — a fusion of architectural heritage and contemporary design.
Custom elements designed by Capriotti complete the space: burnished stainless-steel hanging tubes, backlit display niches, bespoke shelving units, and sculptural poufs arranged with care to guide movement and define functional areas.
The result is an elegant and intimate environment where each element contributes to a coherent and multi-layered narrative. The new Safira Milano flagship store becomes a physical extension of the brand — a place of roots, belonging and future visions. Architecture, design and identity merge into a single authentic story.
Architectural and interior design: Flaviano Capriotti Architetti
Custom furnishings: Attua Project
Lighting design: Rossi Bianchi Lighting Design
Photo credit: Margherita Bonetti