The first conversations of the day find their place here, as women managers gather while the city wakes. There’s a soft energy unique to these early hours, where stories begin gently, over breakfast. Brands are welcomed into the morning with thoughtful set-ups and small details that invite discovery—adding something special to moments that stay with you, long after breakfast is over.

Across these days, brands are invited to transform the space—curating installations, workshops, or moments of discovery in every room. Experiences shift and evolve throughout the week, offering visitors a different perspective with each visit. It’s a calendar designed for those who want to create, connect, and reimagine the language of beauty—together, in the heart of Milan.

Throughout the week, brands are invited to shape the space—through immersive installations, intimate masterclasses, or taking over a room to express their vision. Each day brings a new perspective, with a rotation of experiences designed to surprise and inspire. The doors are open to those ready to experiment, in a setting where atmosphere is everything.

The season turns the space into a soft incubator for brands—a place to create, show, and connect in new ways. Rooms are set up for moments of discovery and gifting, with curated corners that feel more like a private showcase than a market. For brands, it’s a chance to be seen in a setting shaped by warmth, style, and the pace of the holidays.

Sometimes a connection starts away from the usual places.
Drive to Store brings our network into the spaces that matter to your brand—showroom, boutique, or elsewhere—bringing together top managers and invited guests for mornings or evenings that flow with ease. The experience begins with conversation and continues in your world, creating opportunities for genuine encounters and lasting impressions.

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Step into an apartment shaped by light, soft lines, and five distinct rooms overlooking Piazza Mercanti—139 square meters designed for encounters that move easily from one space to another.
During The Gentle Hour, women and men from the world of luxury gather for an aperitivo in a relaxed, open atmosphere. Each room can be dedicated to a brand, offering the chance to create an experience or installation that lives alongside the evening. It’s an opportunity to connect, be seen, and share your vision among peers—where new relationships begin as naturally as the conversation.

Sometimes a brand calls for its own quiet space and undivided attention.
The Salotto—139 square meters, five rooms with views over Piazza Mercanti—becomes a private setting, reserved for just one brand. Each room is ready to be shaped for your installation or presentation, giving time and privacy to create something personal.
It’s a rare chance to be seen and experienced on your own terms, with space to connect in a way that feels natural, thoughtful, and entirely yours.

A format shaped for exchange. These masterclasses bring together women managers and brands in settings where conversation flows and stories are shared with meaning. Whether hosted at the Salotto or in other chosen locations, creates space for honest dialogue, mutual understanding, and connections that feel personal and meaningful.

When a restaurant opens its kitchen to conversation, something different happens.
Each dinner takes shape from a thoughtful pairing of place and brand—always chosen to fit. The spaces we select aren’t just a setting: they can host a brand that finds the right context, introducing itself in ways that feel relevant and never forced.
Everything is designed to let the experience breathe, with each detail—menu, mood, and presence—working together for a night that simply makes sense.