an olfactory archive, curated design books, and a custom coffee activation connect the fashion retail space to local culture.

tim spears October 9, 2026 3 min

Spanish fashion brand Massimo Dutti opens its new flagship store within the 16th-century Palazzo Ruspoli in Rome. Spanning over 2,000 square meters (21,527 square feet) along Via del Corso, the retail design exhibits its clothing collections within the historic architecture, pairing the palace’s original  features — such as the vaulted ceilings and palatial staircase — with contemporary wooden furniture, large-format rugs, and lightweight displays for fashion.

all images courtesy of Massimo Dutti

Visitors enter Massimo Dutti’s flagship in Rome by ascending a wide stone staircase that leads into a sequence of arched rooms. Following a heritage study and restoration by specialized artisans, the 16th-century finishes remain visible. Indirect lighting is installed at the base of the vaults to highlight the rhythm of the arches without obscuring the original masonry. The fashion brand uses a material palette of wood and fabric for its understated sofas and display units. In the checkout area, the color palette deepens, and tall bookshelves line the walls to enclose the space.

For the opening, the flagship store hosts an olfactory archive in collaboration with Florentine perfumery Profumoir. Visitors sample the perfumery’s primary fragrance notes from flame-worked glass holders produced by Barcelona-based experimental artist Pia Glasswork. Independent Roman bookshop Leporello Books curates a library of nearly 100 titles on art and architecture for the space, with 20 selections featuring handwritten notes by its founder.

The first floor houses the complete men’s and women’s collections, marking the debut of Massimo Dutti’s Fall/Winter 2026 Limited Edition. The garments focus on tailoring, featuring structured jackets, wide-leg trousers, and long coats. The pieces pair leather with knitwear and diaphanous fabrics in a color palette of black, chocolate, gray, taupe, camel, and stone.

The flagship operates with several digital services, including a concierge for delayed collection or hotel delivery, and mobile inventory devices for store staff. Online orders can be prepared for in-store pickup in under two hours. The retail footprint also extends into the city. The brand serves coffee from Caffè Doria at the flagship, while setting up a temporary installation in the courtyard of Palazzo Doria Pamphilj.

project info:

name: Massimo Dutti Rome Flagship
brand: Massimo Dutti | @massimodutti
location: Palazzo Ruspoli, Via del Corso, Rome, Italy
size: 2,000 square meters (21,527 square feet)
opening date: October 10th, 2026