MILAN — Vespa is zooming ahead with its lifestyle push , unveiling Saturday its first “The Empty Space” concept store.

Located a stone’s throw from the Duomo cathedral on Via Broletto, where a regular Vespa scooter store stood until before the summer, the space will carry a selection of products, from the brand’s fashion line, the first category extension introduced in June 2024, and design objects to Vespa mopeds.

Wrapped in curved brushed steel walls nodding to the metal of the scooter, the 1,829-square-foot space features a mix of stone and concrete flooring inspired by repair shops and warm durmast displays and accents throughout. Oversize round lighting fixtures on the ceiling further the concept store’s futuristic spin.

Acting as the shop’s centerpiece, the Vespa Café introdu

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