GENIALI MILANO GINZA (1-13-8 Ginza, Chuo-ku, Tokyo), a men's select shop from Milan that opened on the 20th of last month, held its grand opening on the 16th.

The roughly 30-square-meter store features a selection of jackets, pants, jeans, bags, driving shoes, and more, based on the concept of "sports neo-classico." Original items for the Ginza store are also available. The target customers are men in their mid-30s to late 60s. There is a bar counter in the back of the store, and drinks are delivered from the adjacent Italian restaurant.

To coincide with the grand opening, the owner of the Milan store, Mario Iudicello, visited Japan. "We've tried to create an atmosphere that is as similar to Milan as possible, including the displays, so that customers can get a sense of Italy. We were conscious of creating an elegant and fashionable feel. Japanese men's styling is cool, with attention to detail, but when they go out drinking, I'd like them to change out of their work suits and dress in something a little more Milanese and fashionable. If you wear Geniari clothes, I think you'll be popular with the ladies (laughs). I'm always only thinking about women (laughs)," he said, making a comment that was typical of an Italian dandy.