Helmut Lang, designer extraordinaire, took the 'specialized work' as a challenge.

Together with Gluckman Mayner Architects, he designed his eponymous boutique in Milan's Via della Spiga.

The location of the shop is of course ideal. Via della Spiga is part of Milan's Golden Triangle which consist of Via Montenapoleone, Via Sant'Andrea and Via Della Spiga.

Lang's neighbors are familiar names to the fashion set. Salvatore Ferragamo, Valentino, Cartier, Louis Vuitton, Prada Uomo, Versace Donna, Gianni Versace, Gucci and Etro can be found at Via Montenapoleone.

Missoni, Gianfranco Ferre, Dolce & Gabbana, Chanel, Moschino, Hermes, Prada, Kenzo, Giorgio Armani, Trussardi and Mario Valentino are on the other side of the triangle at Via Sant'Andrea.

Sharing the street with Helmut Lang are Bvlgari, Bottega Veneta and Krizia.

And as an added bonus for being at Via della Spiga - the historic granite paving stones on the street has been restored one by one to their original luster by the Via Della Spiga Activists Association.

Helmut Lang Store 11 Via della Spiga, Milan

From a retail space designer's point of view - the challenge lies in being able to blend in romantic Victorian architecture while keeping the label's individuality and style.

The solution: Follow the architectural lines for the outside and make the inside modern.

The result: Arched outside store windows, while two monolithic lacquered boxes which shoot dramatically through both floors were place on the hallway which is visible from the street.

Cement floors were used for a modern effect, and separates it from the granite street. Because both are hard material, the transition was almost seamless.

The Victorian environment outside has been replaced by a modern, almost futuristic and austere look inside.

Black lacquered wood furniture, laminated water white glass, gel flooring in the dressing rooms and photographic light rods silently screamed 'urban' and 'modern' to the customer.

These two words describe Helmut Lang's clothes, hence in a way, the store concept echoes the clothes and the designer's vision.

The store window is also a statement by Lang - minimal and austere. Three items hang from a rolling rack. No mannequins, no props, no background except for wall announcing the name of the store.

The Via della Spiga store is just the first of the stand-alone shops planned by Helmut Lang.

A Paris store at Rue St. Honoré will open this fall, as well as new boutiques opening in both Los Angeles and London in 2004.