MV Agusta officially launched its new flagship store on Monday, June 20th, in downtown Milan, in the heart of the Fiera area, next door to the buzzing City Life district. The grand-style event was attended by journalists.
Guest list
VIPs, fashion and finance celebs, and friends of the brand such as Edoardo Ardizzone Bollati di Saint Pierre. Arturo Artom, Guido Barilla, Adriano Cisani, Gordon De Adamich, Carolina Issa, Abzal Issabekov, Giorgio Martelli.
Tiziano Mazzucotelli, Charlotte Mello Teggia, Ottavio Missoni, Pippo Palmieri, Barbara Pedrotti, Goetz Offergeld, Lorenzo Pellegrino, Nik Piras, Antonio Tazartes and Raimondo Zanaboni.
The 400 square meters showroom. Designed according to the company’s latest brand identity standards, had been open for some weeks. Already attracting the interest of many motorcycling enthusiasts from the capital of Lombardy.
Many of Milan’s fashion world insiders also attended the event. As the brand is gaining increasing recognition as an icon of Italian style worldwide. The event was co-hosted by fashion and lifestyle magazine D la Repubblica, with its director, Emanuele Farneti, attending the launch ceremony.
75 years
The new store provides a stunning exhibition space for Schiranna’s iconic motorcycles, with dedicated sections for its new electric mobility vehicles.MV Agusta’s e-bikes and e-scooters, and MV Agusta’s branded apparel and accessories. Pictures of the riders and bikes that made the legend of MV Agusta over its 75 years of history remind visitors of the glorious racing legacy of the brand.
Giacomo Agostini, the 15-time world champion and iconic MV rider.Was an exceptional guest at the event. MV Agusta CEO Timur Sardarov welcomed him for an extended celebration of the champion’s recent 80th birthday.
Timur Sardarov
In his address, Sardarov said: “This is the first time we open our store. We had long been awaiting this moment. We need to present the new MV Agusta. Our way of thinking and building our product. Not only to industry insiders but to the public at large.
We have been doing well and continue to incarnate Italian passion and craftsmanship. I am thrilled by our partnership with D la Repubblica. Who will help communicate MV Agusta the way it deserves.”
Emanuel Farneti, director of D la Repubblica, added: “This is the perfect ending to a very intense month here in Milan. We’ve just had the design week and many other events celebrating Italian excellence.” Then, addressing Sardarov. “Congratulations for taking care of such a beautiful brand that needed relaunching. I wish MV Agusta the best of luck and a thrilling journey into the future.”
Giacomo Agostini
On his part, Giacomo Agostini evoked his beginnings with the brand: “MV Agusta is my family, it’s in my heart, and I still go around on racing bikes today. MV Agusta gave me everything, fame and success. I always felt at home here, even though it wasn’t always easy to deal with Count Agusta, especially in the beginning. MV Agusta is the greatest of brands, and I am sure Timur will make it even greater.”
MV Agusta Milano is located in Viale Teodorico 18. In addition to the showroom and adjacent workshop, the facility features an ample terrace offering the perfect venue for presentations and events and a club lounge with a bar and a reading area.
via MV Agusta
