Layla Zulfa
The global fashion and lifestyle brand La DoubleJ has officially inaugurated its new corporate headquarters in Milan, a five-story facility known as the "Starquarters." Located in the historic Navigli district, the building represents a significant scaling of the company’s operations and a physical manifestation of its "Raise Your Vibration" ethos. The move marks a transition from a cramped, shared showroom to a dedicated 1,200-square-meter space designed to house more than 80 employees across design, e-commerce, and back-office departments. The opening of the Starquarters coincides with the brand’s aggressive international expansion, including the forthcoming launch of a flagship boutique on Manhattan’s Upper East Side, signaling a robust growth trajectory for the label founded by Los Angeles native and former journalist J.J. Martin.
A Visionary Transformation of Milanese Industrial Heritage
The Starquarters is housed within a repurposed 1930s wallpaper factory, a choice that pays homage to Milan’s industrial history while providing a blank canvas for the brand’s signature maximalist aesthetic. The renovation, led by local architects Silvia Vergani and Margot List, sought to balance the building’s modernist architectural bones with the riotous color palettes and intricate patterns that have defined La DoubleJ since its inception in 2015.
The interior design serves as a functional showroom and a living laboratory for the brand’s expanding product lines. The "Joy Entrance" greets visitors with a soaring lobby anchored by a sunflower-yellow sectional sofa designed by Cristina Celestino, set against walls and ceilings adorned with gargantuan hand-painted floral murals. This exuberant approach continues throughout the facility, where floors are strategically named to reflect the brand’s spiritual-corporate hybridity, including designations such as "Conscious Creators" and "Energy Engineers."
Architect Silvia Vergani noted the unique challenge of the project, stating that the goal was to "regulate the exuberance" of the brand within a clean, modernist envelope. The result is a workspace that functions as a high-performance corporate environment during business hours and a wellness sanctuary in the evenings. The building’s elevator, described by Martin as a "spaceship," features internal galactic prints, ensuring that the brand’s visual identity permeates even the most utilitarian spaces.
The Galactic Deck: Integration of Wellness and Workplace
The most distinctive feature of the Starquarters is the "Galactic Deck," an indoor-outdoor rooftop space that serves as the company’s spiritual heart. Centered around a meteorite-encrusted gong temple, the deck is used for meditation, yoga, and sessions with visiting healers. The gong itself, a five-pan instrument hand-forged in Mount Etna, underscores the brand’s commitment to Italian craftsmanship and esoteric practices.
This integration of wellness into the corporate structure is not merely aesthetic; it is a core component of the company’s operational philosophy. By hosting wellness activations for staff and members of "The Sisterhood"—the brand’s consciousness-raising community—La DoubleJ is positioning itself at the forefront of a growing trend in the luxury sector that prioritizes "high-vibe" corporate culture. The rooftop garden, which frames the deck, will also serve as a presentation space for the brand’s new outdoor collection, featuring custom-printed poufs, pillows, and tables.
Chronology of La DoubleJ: From Vintage Archive to Lifestyle Empire
The opening of the Starquarters is the latest milestone in a decade-long evolution that began when J.J. Martin moved from New York to Milan in 2001. Initially arriving as a journalist, Martin spent years curating a massive collection of vintage fashion and jewelry. In 2015, she launched La DoubleJ as an e-commerce platform to sell these archival pieces. However, the brand quickly pivoted to producing original designs, utilizing the historic textile mills of Lake Como to print archival patterns on modern silhouettes.
The brand’s timeline highlights a rapid diversification:
- 2015: Launch of La DoubleJ as a vintage e-commerce site.
- 2016: Introduction of original ready-to-wear collections, specifically silk maxi dresses.
- 2017: Expansion into homewares, partnering with heritage Italian manufacturers.
- 2021: Opening of the first physical retail footprint in Milan.
- 2023: Publication of Mamma Milano, a book detailing the brand’s philosophy and Martin’s personal journey.
- 2024: Completion of the Starquarters and announcement of the New York flagship.
This growth has been fueled by a strategic "Made in Italy" mandate. While the brand’s sensibility is often described as "la dolce vita through an exuberant American lens," its production remains strictly local. Partnerships with Salviati for Murano glass, Ancap for fine porcelain, and specialized mills for linens have allowed La DoubleJ to compete at the highest tier of the luxury lifestyle market.
Strategic Market Expansion and the Manhattan Flagship
The decision to open a flagship on Manhattan’s Upper East Side represents a strategic pivot toward the North American market, which remains a primary driver of luxury consumption. By moving into one of New York’s most prestigious residential and retail districts, La DoubleJ is challenging the traditional, often somber aesthetic of Upper East Side luxury with its "bright and joyous" palette.
Industry analysts suggest that La DoubleJ’s success lies in its ability to offer a "dopamine-rich" alternative to the "quiet luxury" trend that has dominated the fashion landscape in recent years. Britt Moran of the AD100 firm Dimorestudio observed that Martin has successfully "shaken up the Milanese stereotype" of understated navy and gray tones. This appeal has translated into strong sell-through rates at major luxury retailers, including Bergdorf Goodman, Bloomingdale’s, and Net-a-Porter.
The brand’s economic footprint is further bolstered by "The Sisterhood," a membership-based arm of the company devoted to wellness and community building. With approximately 7,000 active members, this initiative provides a steady stream of engagement through monthly newsletters, titled The High Vibe Times, and pop-up activations in luxury hubs such as Ibiza and Palm Beach.
Supporting Data and Industrial Context
The expansion of La DoubleJ reflects broader trends in the Italian fashion industry. According to data from Sistema Moda Italia, the Italian textile and fashion sector saw a significant recovery in the post-pandemic era, with exports of "Made in Italy" goods reaching record highs in 2023. La DoubleJ’s reliance on Lake Como’s silk industry and Venetian glassmakers places it within a network of artisanal producers that contribute billions to the Italian GDP.
Furthermore, the brand’s move to a larger, centralized headquarters aligns with a shift in corporate real estate toward "destination offices." As companies grapple with the future of work, many are investing in high-amenity, brand-aligned spaces to encourage employee collaboration. The Starquarters, with its "Download Den" (Martin’s private office) and "Energy Engineer" workstations, exemplifies this shift toward creating a workplace that doubles as a brand embassy.
Broader Impact and Implications for the Luxury Sector
The rise of La DoubleJ and the inauguration of the Starquarters signal a shift in how luxury brands communicate with their audience. By blending high-end craftsmanship with spiritual wellness and maximalist decor, J.J. Martin has created a holistic lifestyle ecosystem that extends far beyond the garment rack.
The brand’s success also highlights the enduring power of "Made in Italy" as a global marketing tool, especially when reinterpreted through a contemporary, international perspective. As the company prepares for its New York debut, the Starquarters stands as a testament to the viability of a business model that prioritizes "vibration" and joy alongside traditional metrics of luxury retail.
In a statement regarding the new space, Martin emphasized the transformative power of the environment: "With views of the entire city from that rooftop, you just feel like you’ve opened up to the heavens." For a brand that started as a digital archive of the past, the Starquarters represents a bold, multi-dimensional step into the future of global lifestyle branding.
The April issue of Architectural Digest provides further visual documentation of the facility, showcasing the custom intarsia rugs inspired by Italian ecclesiastical architecture and the vibrant kitchen that serves as a communal hub for the "anthill" of creators now unified under one galactic roof. As La DoubleJ continues to scale, the Starquarters will remain the central node for a brand that is as much about a state of mind as it is about a silk dress.
