Prada launches a new menswear store today, the first phase of the brand’s immense and rather luxe Galleria Project in Milan.

The Galleria Vittorio Emanuele II is a landmark for any lover of Prada — after all, it is where Mario Prada opened his first store a century ago, igniting a chain-reaction of Italian leather-obsessed fashionistos across the globe. So it comes as no surprise that the designer label wishes to honour its one hundred years of fame and luxury with a massive project in the heart of the Galleria.

The first phase of the project is one for the boys — the new shop on the ground floor will permanently house the men’s collections. Opening its doors today,  the menswear store signifies a very modern approach to Prada fashion, while the facade and interiors are made to reflect the more historical aspects of the Galleria.

The Prada Galleria Project will transform the Galleria with collections, food, and an immense art-preservation project. Along with the Galleria courtyard, seven architectural marvels in the Galleria, as across Milan and Venice, will be restored and protected under the Fondazione Prada, and a 7-story tower will be constructed to house the restaurant, permanent collections, an auditorium and museum exhibitions. This is a one-stop-shop for the fashion elite.

Words: Elise Marraro (follow Elise on Twitter @PardonMe_Lissie)