Curated by Alessandra Coppa, Margherita Rosina, and Enrica Morini, the exhibition “Galtrucco. Fashion Fabrics Architecture” offers a detailed narrative of the brand’s development within retail design, exploring the transformation of its stores. Starting in the 1920s, the exhibition delves into the growth and innovation of the textile company, showcasing its windows and stores that adapted to and reflected societal changes. Their expansion covered much of Italy, with interior design trusted to prominent figures like Guglielmo Ulrich and Melchiorre Bega.
Showcase with fabrics and a fashion sketch from the Galtrucco store – © Archivi Farabola
Galtrucco stores were not mere retail points but true “authorial lounge stores,” welcoming and refined environments that made customers feel part of an exclusive context. In the windows and displays, attention to detail was evident with draped fabrics and fashion sketches evoking high-class tailoring. The “urban scenographies” born from post-war reconstruction in Milan were significant, transforming the windows into visual narratives that engaged passersby.
Sales gallery on the upper floor of the Milan store in Piazza Duomo – Photo © A. Villani e Figli
Sales gallery on the upper floor of the Milan store in Piazza Duomo – Photo © A. Villani e Figli
In the Milanese context, the windows in Piazza Duomo became symbols of elegance and innovation, radically changing the approach to retail design. The last store, opened in 1981 on Via Montenapoleone and designed by Piero Pinto, illustrated how architecture and interior design were integral to the shopping experience proposed by Galtrucco.
Parallelly, the second section of the exhibition explores the history and evolution of Galtrucco fabrics. From simple textiles to complete ensembles, the exhibition includes a selection of iconic garments from different eras, blending historical fabrics with modern design pieces. Sample albums and fabric swatches recount the brand’s history, alongside sartorial creations by famous names like Krizia, Chloé, and Armani, demonstrating Galtrucco’s ongoing relevance in the fashion world. Must-visit for design and fashion history enthusiasts.
