La Double J’s Maximalist Wallpaper Collection Debut at Milan Design Week 2023.

La Double J wallpaper in the bathroom of the Apophis Club. Photo by Mariela Medina.

At Fioraio Bianchi Caffè. Photo by Mariela Medina.

Pictured at Pasticceria Cucci. Photo by Mariela Medina.

The bathroom of Giacomo Bistro. Photo by Mariela Medina.

Founded in and inspired by the seductive beauty of Milan, the self-confessed maximalist clothing and homewares store La Double J introduced a new wallpaper collection at Milan Design Week 2023 within the bathrooms of ten celebrated restaurants, landmarks and design hubs around the city.

“People have been asking us to do wallpaper almost since the very beginning of our print journey at La Double J, and we are so pleased to finally abide,” La Double J’s founder, JJ Martin elaborates. “Most people are not like me plastering crazy prints everywhere in their house. We figured the most appropriately unexpected place for a full-on, bold, print-tastic moment would be the bathroom. So why not showcase some of our best prints in the bathrooms of some of our favourite places in Milan?”

The bathrooms in question are inside quintessentially Milanese spaces such as Pasticceria Cucchi, Pasticceria Cova, Giacomo Bistrot along with those of Fashion Week hotspots, Apophis Club, Fioraio Bianchi Café, Vasiliki Kouzina, LDJ Store and Trattoria Torre di Pisa—all completely made over in the brand’s prints for Milan Design Week.

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Wallpapers featuring floral favourite designs like the Dahlias print and geometrics like Sfere and exotic Ananas from the founder, JJ Martin’s own bathroom will be made available for made-to-order projects.

La Double J was founded in 2015 as a shoppable magazine selling vintage, with its first new dress made in 2016 followed by knitwear, shoes, homeware, and accessories. In addition to opening a flagship store in Milan, the brand has developed a roster of unique partnerships—from Acqua di Parma, Ladurée and Villa Passalaqua to, most recently, Bulgari Hotels. It also has shop-in-shops at department stores around the world, from Le Bon Marche to Harrods and Bergdorf Goodman.

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At the restaurant and deli Vasiliki Kouzina. Photo by Mariela Medina.

In Cova’s bathroom, one of Italy’s oldest pasticcerias. Photo by Mariela Medina.

[Images courtesy of La Double J. Photography by Mariela Medina.]