AVAU Opens First Permanent Boutique in Milan's Brera District

Italian fragrance house AVAU has officially opened its first permanent boutique, located at Via Fiori Chiari 7 in Milan's historic Brera district. This launch marks a significant milestone for the brand, which is founded by siblings Leonardo, Carolina, and Caterina Catalani. The Catalani siblings bring three generations of family perfumery heritage to AVAU, with the brand's name itself being a phonetic expression of "A Vow." This principle, "A Promise Made Scent," guides the boutique's immersive environment, designed to foster conversation, discovery, and connection among visitors.

For the design of its flagship space, AVAU collaborated with designer Harry Nuriev and his multidisciplinary practice, Crosby Studios. The interior design intentionally creates a dialogue between historical elements and contemporary craftsmanship. Original architectural features such as exposed timber beams and a restored fireplace are juxtaposed with modern, sleek stainless steel work surfaces and laboratory-inspired fixtures. This approach aims to reflect AVAU's commitment to both tradition and innovation in perfumery.

Upon entering the boutique, visitors are welcomed into a living room area. This space is anchored by a bespoke sofa, whose upholstery draws inspiration from the frescoes found in Vatican City. This design choice serves as a tribute to the founders' grandparents, who previously operated a perfumery within the Vatican. Adjacent to the living room is a central feature called the "Magic Tray." This prominent display showcases AVAU's collection of six fragrances and is inspired by a cherished family ritual from the founders' childhood. Each morning, their mother would ask them to choose a fragrance for the day, a practice that underscores the personal and ritualistic aspect of scent.

The boutique's design also incorporates a kitchen area, symbolically positioned as the heart of the "Home." This space is envisioned as a hub for idea exchange and the continuous evolution of the brand's creative vision. AVAU's presence in Milan's Brera district, a renowned area for art and design, signifies the brand's ambition to establish a strong physical presence and engage directly with its clientele. The address of the boutique is Via Fiori Chiari, 7, 20121 Milano MI, Italy.