Bevilacqua Fabrics in the New Atelier Virginio la Rocca

In the center of Milan, in one of the most dynamic areas of the city where there is a strong contrast between tradition and modernity, the new concept store of Atelier Virginio La Rocca was recently inaugurated. A space wanted and created to present the exclusive fabrics and unique decorative and lifestyle objects selected by Virginio La Rocca in a harmonious way where our fabrics are also represented. Let’s discover it together.

Unique Pieces for an Exclusive Style Décor

Those who enter the new concept store face a new world that hosts furnishing fabrics and special objects, unique and out-of-the-ordinary pieces, all original. One may happen to find a lamp by Carlo Nason from the 50s, armchairs from the 30s, or an étagère from the end of the 1800s, which is a display unit used by butchers, creatively converted into a planter.

Nothing is placed inside the concept store by chance because each fabric and object, color and design, are part of an idea, a common thread that comes from the great passion of Virginio La Rocca for his work. His vision and his creativity drive him to a continuous search for quality and beauty to offer his customers unique and exclusive pieces.

Researching requires energy and to keep loving your job as you did on the first day, because it’s a mission, to be pursued even through all difficulties

Virginio La Rocca’s customers rely on him, with the confidence to find innovation, quality, and exclusivity in his atelier, also thanks to customizations. He follows the indications of designers and architects, creating work synergies to develop their furniture projects, delivered “turnkey”. But it is especially when working with private customers that creativity explodes. In fact, he proposes his original ideas to them, and they are sometimes brave and daring, especially with color. In a panorama that often plays it safe with monochrome environments that are all quite similar, Virginio La Rocca’s style stands out. He’s aware of this and considers it a great privilege to be able to become part of the homes and lives of his customers with a fabric or object that never tires because they are the result of a thought, an idea.

“Atelier Virginio La Rocca” new concept store – Image gallery

Creativity at the Service of Sustainability

This world also includes a line of sustainable fashion, created and developed by Virginio’s wife, Lilla. This project was born from a reflection: why dispose of samples of beautiful furnishing fabrics when they go out of collection? That’s why Lilla uses them to create accessories, bags, and unique and eco-friendly garments rich in taste and creativity. A concept store that becomes a destination for lifestyle and that also hosts some bags from the Bevilacqua collection. All these objects have a story to tell, just like our fabrics.

The Collaboration with Tessitura Bevilacqua

Virginio La Rocca’s love for Bevilacqua fabrics started at the beginning of his career when he was working for one of the oldest and most important stores in Milan, with a high-end clientele. It was from that experience, working on furnishing projects for the most prestigious homes in Milan and around the world, that his passion for the most exclusive fabrics was born and grew.

Since then, Virginio La Rocca has learned that his job is not just to sell a piece of fabric, but also what it represents. In fact, when he offers a Bevilacqua fabric, he tells its history, its quality characteristics, how it was made, the centuries-old tradition of our Tessitura, transmitting his passion. He knows that in this way he can guarantee the quality and exclusivity that his customers seek and makes them aware that they can own a piece of history in their own home. He loves our company and visits us often, to breathe in the magic and history of a place where craftsmanship and beauty come together in the manual production of velvets.

When I show a Bevilacqua fabric, everything else disappears, even though all the lines I handle are top-notch. Because the beauty and quality are unique, as are the designs. They are fabrics that also have a story that I love to tell people to help them understand their value. In fact, after explaining it, people look at the fabric with different eyes and understand that it’s not costly, but expensive. “Costly” is something that costs more than it is worth, while expensive is something precious. And these fabrics are expensive and precious.