‘No Pain, No Gain. No Risk, No Champagne.’

MILAN — There’s a new kid in the old part of town. Etienne Russo, the founder of the creative agency Villa Eugénie, and mastermind of some of the world’s most memorable fashion shows, has opened an outpost here.

Remember the Chanel rocket show and that supermarket set? Oh, and the hay-filled barn? He had a hand in them, as he did with other such large-scale designer narratives, transforming runway outfits into phantasmagoria: a life-size reproduction of Christian Dior’s pink house in Normandy, a Dries Van Noten dinner party where guests dined at a banquet table turned catwalk.

Mr. Russo’s new premises are in the tony Palazzo Durini, a storied 17th-century building

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