Vivienne Westwood UK
During Milan Beauty Week, Vivienne Westwood transformed Gelateria Crema into a contemporary boudoir dedicated to Boudoir.
The world of Boudoir was reinterpreted through taste, with an exclusive creation inspired by its olfactory notes and designed to translate the perfume into a new sensory dimension. To complement the experience, an ice cream corner was also installed inside the Vivienne Westwood boutique, offering visitors the opportunity to taste the exclusive flavour created by Gelateria Crema, bringing the world of Boudoir into an even closer connection with the Maison.
The experience will be open to the public throughout
Milan Beauty Week at Gelateria Crema, Via Fiori Chiari 16, and at the Vivienne Westwood boutique, Corso Venezia 25, Milan
-
23rd - 27th September 2026
15:30PM - 18:30PM
On the occasion of Milan Beauty Week, Vivienne Westwood brought its olfactory universe to the heart of the city with an exclusive takeover of Gelateria Crema, which has been transformed into a true Vivienne Westwood boudoir for the occasion.
The initiative celebrates Boudoir, the Maison’s fragrance launched in 2025, reinterpreting its aesthetic through an immersive concept that brings together scent, atmosphere and Milanese culture.
Gelateria Crema has been completely transformed, evoking the sensual, theatrical and provocative world of Boudoir. Scenographic details, decorative elements and visual references to the fragrance were designed to immerse visitors in an experience that brings Vivienne Westwood’s distinctive language into an unexpected and contemporary setting.
The boudoir, traditionally an intimate and personal space, becomes a place of expression and seduction.
The activation extended to the boutique, where visitors had the opportunity to make their own Boudoir even more personal. Customers were able to engrave their bottle, whether purchased during the initiative or already in their possession. A personalisation service designed to celebrate the intimate and distinctive character of the fragrance.
Through the Gelateria Crema takeover, Vivienne Westwood celebrates Milan and its Beauty Week through an unexpected encounter between the world of fragrance and the world of taste, inviting the public to discover Boudoir from a new perspective.
Gelateria Crema shares Vivienne Westwood’s vision, rooted in excellence, creativity, craftsmanship and the contemporary reinterpretation of tradition.
