Jewelry Served at the Counter: Milan Welcomes the First Kidult Bar

At 25 Via Torino in Milan, jewelry is ordered at the counter, just like in a bar. The Kidult Bar, inaugurated last June by Kidult, the brand under Mabina S.p.A., is a completely reimagined space offering an engaging and personalized shopping experience. The innovative format translates Kidult’s values into ritual, a brand long devoted to combining accessible design with symbolic meaning. «Kidult is a concept brand: from its debut, it positioned itself as innovative by introducing storytelling into jewelry, elevating the value of a material like steel and granting it the dignity of fine jewelry with added significance,» explains Francesco Songa, CEO and Creative Director of Mabina S.p.A. «Our payoff “Discover your life” is an invitation to discover, explore, and be curious.» Curiosity is precisely the driving force behind the new space. The atmosphere evokes the warm elegance of French boiserie, while the jewelry is displayed on a conveyor belt inspired by Japanese sushi bars: visual delights that glide before the eyes like plates to be savored. The salesperson, acting as a bartender, is ready to serve the perfect piece of jewelry to the customer, just like a cocktail. «The Kidult Bar represents an evolution of the shop-in-shop and is the first phase of an innovative project in which we believe and are investing. It is a cutting-edge format for jewelry: a moving display that allows many pieces to be seen simultaneously and immediately conveys the variety and versatility of the By You customizable collection to which it is dedicated. The jewelry is presented unusually, as if they were ingredients,» Songa continues. Over 350 charms can be combined with necklaces, bracelets, rings, earrings, and anklets, all designed to tell the story of the wearer. To enhance this modularity, the special “bartenders” receive in-depth training. «The team knows the collection inside out and can describe it from every perspective. The counter is designed for lively and immediate interaction, and the staff is encouraged to actively engage with customers to achieve the perfect customization of the jewelry.» To mark the opening of the first Kidult Bar, the brand organized a week of events from June 30 to July 4: creative consultations and inspiration sessions themed around astrology, color analysis, travel coaching, and personal image transformation turned the store visit into a genuine moment of personal discovery. Several digital creators, highly followed on social media, took turns behind the counter as co-bartenders, offering style advice and interpreting jewelry as a tool for individual expression. «We opened with a week of special events that were met with enthusiasm. Overall, the Kidult Bar attracts attention and sparks curiosity among all visitors: customers show greater interest in the collection and linger longer to observe. We noticed lively and playful interaction. I am particularly proud of this absolutely innovative sales format, which best highlights the variety and uniqueness of our customizable collection. Our hope is that this becomes the first of a new generation of experiential spaces and a landmark in the city,» concludes Songa.