In the heart of Milan’s historic Navigli district, a former 1930s wallpaper factory has been reborn as the "Starquarters," the expansive new headquarters for the luxury lifestyle brand La DoubleJ. Founded by J.J. Martin, a Los Angeles native and former fashion journalist, the five-story complex represents more than a corporate relocation; it serves as a physical manifestation of a brand identity that seamlessly blends high-end Italian craftsmanship with an exuberant, spiritualist philosophy. The opening of the Starquarters marks a significant milestone in the brand’s rapid evolution from a niche vintage e-commerce site into a global powerhouse spanning ready-to-wear, homewares, and wellness initiatives.
The Starquarters is designed to operate as a dual-purpose facility. By day, it is a bustling center for design, e-commerce, and administrative operations, housing a workforce that has grown to over 80 employees. By night, the building transforms into a sanctuary for holistic practices, featuring meditation sessions, yoga classes, and visiting healers. This integration of work and wellness is central to Martin’s "Raise Your Vibration" motto, a principle that has guided the company since its inception in 2015.
Architectural Transformation and Maximalist Design
The renovation of the property was overseen by local architects Silvia Vergani and Margot List, who were tasked with a unique challenge: reconciling the building’s modernist industrial bones with La DoubleJ’s signature maximalist aesthetic. Vergani describes the process as an exercise in "regulating exuberance," ensuring that the riot of patterns and colors characteristic of the brand remained cohesive within the architectural envelope.
The interior journey begins at the "Joy Entrance," a soaring lobby anchored by a sunflower-yellow sectional sofa designed by Cristina Celestino. The walls and ceilings are adorned with gargantuan hand-painted floral murals, setting a tone of sensory immersion. Each floor of the building is assigned a name that reflects its functional and spiritual purpose, such as "Conscious Creators" and "Energy Engineers."
The executive suite, dubbed the "Download Den," features a custom intarsia rug inspired by the geometric patterns found in historic Italian churches. Even the building’s transit spaces are themed; the elevator is lined with a "galactic" print, which Martin likens to traveling in a spaceship. The kitchen area retains its original 1930s checkerboard flooring, now updated with rainbow motifs and kaleidoscopic wallpaper prints that span the hallways.
Perhaps the most striking feature of the Starquarters is the "Galactic Deck," an indoor-outdoor rooftop space. At its center sits the "Gong Temple," housing a five-pan instrument hand-forged on the slopes of Mount Etna. The deck serves as a communal space for employees and guests, offering panoramic views of the Milanese skyline and providing a dedicated area for the "consciousness-raising" activities that Martin considers vital to the brand’s success.
The Evolution of La DoubleJ: A Chronology of Growth
The trajectory of La DoubleJ is intrinsically linked to J.J. Martin’s personal and professional journey in Italy. Having moved from New York to Milan in 2001 to join her then-partner (now business partner and ex-husband) Andrea Ciccoli, Martin spent over a decade as a journalist covering the Italian fashion and design sectors.
The brand’s origins can be traced back to 2015, when it launched as a digital platform for Martin’s extensive collection of vintage fashion and jewelry. The business model quickly evolved as Martin began collaborating with historic Italian textile manufacturers to create new garments using archival prints.
- 2015: Launch of La DoubleJ as a vintage e-commerce site.
- 2017: Expansion into homewares, partnering with legendary Italian artisans to produce porcelain, glassware, and linens.
- 2021: Opening of the first flagship store in Milan’s Via Sant’Andrea.
- 2023: Publication of Mamma Milano, a book detailing the brand’s ethos and Martin’s life in the city.
- 2024: Completion and opening of the Starquarters in the Navigli district.
- 2025: Scheduled opening of a major flagship on Manhattan’s Upper East Side.
The move to the Starquarters was necessitated by the company’s rapid scaling. For years, the team operated out of a cramped showroom owned by Ciccoli. As the headcount surpassed 80, the need for a unified, dedicated space became undeniable. The new headquarters now brings design, e-commerce, logistics, and back-office teams under one roof for the first time.
Supporting Data and Market Position
La DoubleJ’s success is a testament to the growing market for "lifestyle maximalism"—a trend that stands in stark contrast to the understated "quiet luxury" that has dominated recent fashion cycles. The brand’s signature silk maxi dresses and vibrant homewares have become top sellers at prestigious retailers including Bergdorf Goodman, Bloomingdale’s, and Net-a-Porter.
The company’s growth is underpinned by its commitment to the "Made in Italy" label. By leveraging the expertise of traditional makers, Martin has positioned La DoubleJ as a bridge between heritage craftsmanship and modern, joy-centric design. Key partnerships include:
- Salviati: Renowned Murano glassmakers who produce the brand’s colorful glassware.
- Ancap: A historic porcelain manufacturer responsible for the label’s patterned dinnerware.
- Lake Como Textile Mills: Traditional mills that produce the high-quality silks and linens used in both fashion and home collections.
Industry analysts note that La DoubleJ has successfully tapped into the "Experience Economy," where consumers seek products that offer an emotional or spiritual connection. The brand’s wellness arm, "The Sisterhood," now boasts a membership of approximately 7,000 individuals who receive the High Vibe Times newsletter and participate in wellness activations from Ibiza to Palm Beach.
Official Responses and Industry Impact
The Starquarters has garnered praise from the Milanese design community for its bold departure from local norms. Britt Moran, co-founder of the acclaimed AD100 firm Dimorestudio, notes that Martin has effectively "shaken up the Milanese stereotype." While Milan is traditionally associated with a palette of blues, blacks, and grays, La DoubleJ introduces a "bright and joyous" American perspective that Moran believes appeals to a global audience seeking modernity within a traditional framework.
Architect Silvia Vergani emphasizes that the project represents a shift in how corporate spaces are conceived. "She is not your typical client," Vergani says, referring to Martin’s insistence on integrating spiritual elements into a functional office. The result is a workspace that prioritizes the mental and emotional well-being of its occupants, a trend that is increasingly being adopted by forward-thinking companies in the post-pandemic era.
For Martin, the building is the ultimate expression of her creative output. She reflects on her early years in Milan, a period marked by personal struggles with infertility that eventually led her to seek guidance from energy healers. This spiritual awakening, she notes, became the catalyst for her business. "I didn’t get pregnant, but soon I started creating like crazy and out popped the company," she explains.
Broader Implications and Future Outlook
The establishment of the Starquarters in the Navigli district—a neighborhood known for its canals and artistic history—signals a broader trend of luxury brands revitalizing industrial heritage sites in Milan. By transforming a 1930s factory into a high-tech, high-concept headquarters, La DoubleJ contributes to the city’s ongoing architectural evolution.
Furthermore, the brand’s impending expansion into the New York market with an Upper East Side flagship indicates a strategic push to solidify its presence in the United States. This move is expected to introduce the brand’s unique blend of Italian craftsmanship and California-inspired spirituality to a broader American demographic.
As the luxury market continues to fluctuate, La DoubleJ’s diversified business model—spanning apparel, home decor, and digital community-building—provides a degree of resilience. The Starquarters serves as the engine for this expansion, providing the infrastructure necessary for the brand to continue its upward trajectory.
In the context of Milan Design Week, the Starquarters has already become a key destination for industry insiders. During the most recent festivities, the brand utilized the rooftop garden terrace to debut its new outdoor collection, featuring printed poufs and pillows. This ability to use the headquarters as a living showroom and event space further enhances its value as a corporate asset.
Ultimately, the Starquarters stands as a monument to J.J. Martin’s vision of a holistic business. By rejecting the traditional boundaries between work, life, and spirituality, she has created a workspace that reflects the very "vibration" she seeks to sell to the world. As the brand prepares for its next chapter in Manhattan, the Milanese Starquarters remains its spiritual and operational heart, proving that in the modern luxury landscape, personality and purpose are as valuable as the products themselves.
