For Milan Design Week, La DoubleJ Wallpapers the City’s Trendiest Nightspots
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On the trail of Milan Design Week hot spots? Follow the wallpaper. The eight-year-old Milan-based fashion line La DoubleJ just debuted its first wallpaper collection. Packed with pattern and color, the collection is as molto maximalist as everything else in this Euro-boho line. And to show it off, founder J.J. Martin—a former fashion journalist turned entrepreneurial influencer—persuaded her favorite local restaurants and shops to let her do a stealth takeover of their bathrooms.
As a result, some of the hottest reservations and Insta backdrops in town are at restaurants with stealth La DoubleJ wallpaper takeovers—from Giacomo Bistrot to Pasticceria Cucchi and Pasticceria Cova. Martin also re-covered the walls of such Milan Fashion Week meccas as Apophis Club, LDG Store, Vasiliki Kouzina, and Trattoria Torre di Pisa. And of course, La DoubleJ’s flagship in the city’s golden triangle, which opened during the pandemic, will be sheathed in eye-popping motifs while also displaying its new Napoli homeware collection.
The wallpaper line will include everything from la dolce vita–feeling florals to the wild, retro-tinged geometrics for which the brand is known. Everything is made to order, including a version of the exuberant Ananas wallpaper that Martin has in her own Milan home.
“People have been asking us to do wallpaper almost since the beginning of our print journey at La DoubleJ,” Martin says. “We figured the most appropriately unexpected place for a full-on print-tastic moment would be the bathroom. Why not showcase some of our best prints in the bathrooms of some of our favorite places in Milan?”
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