If you had told us 10 years ago that in 2025 we’d be in love with brocades, florals, Murano glass, layered patterns, and all other things elegant and ornate, we probably wouldn’t have believed it; back then we were still in thrall to minimalism and color-blocking, and at most, winding up our fascination with Memphis (which began, for the record, in 2007!). But erstwhile journalist and lifelong tastemaker JJ Martin was way ahead of the game on maximalism. Back in 2015, the Milan-based American expat was founding her housewares and clothing company La Double J, and though her target audience at the time was rather different from ours — Europe’s social set — she built a colorful, joyful brand that has since won over pattern-lovers of all stripes, including yours truly. To mark La Double J’s ascension into fashion and design’s popular vernacular, as well as celebrate its 10th anniversary, she opened the doors during last week’s Salone to its impressive new home in Milan, which is just as exuberant as its offerings.

La Double J’s “Starquarters,” as it’s been named, comprises five stories’ worth of offices and events spaces in the city’s Navigli neighborhood. Visitors to the building enter through a so-called “Joy Portal,” where products are showcased amidst a 360-degree psychedelic floral mural, designed by the brand’s in-house creative team. It took 8 days to paint, and feels like being enveloped inside a giant La Double J Swing dress. The third floor is a large private showroom, which during the fair showcased the brand’s greatest hits, including pillows, porcelain plates, and a rainbow of glassware; Martin chose to launch her newest tabletop release, a blush-pink reimagining of her Napoli collection, at a more public storefront pop-up next door, which also offered sessions with a local Tarot reader.

The top floor of the Starquarters, though, is possibly the most emblematic of what the brand is trying to achieve with its new home. Dedicated to gathering together the La Double J community, the glass-walled rooftop space was set up, when we visited, as a meditation room — complete with floor cushions, a series of giant gongs, and 360-degree views of the surrounding skyline. Just outside is a landscaped roof deck dotted with whimsical kinetic wind sculptures, along with benches for sitting in quiet contemplation (or having a cocktail during a party). You’ll find no maxi dresses or wine goblets for sale up here, just the aura of the welcoming universe that Martin has created over a decade of bringing her vision to life.

The entrance to La Double J’s Starquarters, nicknamed the “Joy Portal” The Milan-week pop-up dedicated to the brand’s new Rosa Napoli collection Plates and vases that showcase Martin’s maximalist aestheticThe building’s fifth-floor “Galactic Deck,” which includes a meditation space, dining setup, and sculpture-filled roof deck The third-floor showroom