1 · Opening
The pavilion under Gio Ponti's Torre Branca in Parco Sempione has been Milan's fashion-week club for two decades. It carried Roberto Cavalli's name; in 2025 the name came off, the management changed, and it became JustMe.
2 · Why it matters
This house is in the register as a demonstration of the series rule. Almost every fashion-branded club is a licence: the label rents its name to an operator, the operator runs the room, and when the agreement ends the room is expected to disappear with the logo.
It did not. The pavilion, the park, the tower above it and the fashion-week calendar were always the durable assets, and they were never the property of the fashion house.
So the code sits with the house, not the label — and Just Cavalli and JustMe are one entry, one code, one continuous operation under two names. The neighbouring case of Space and Hï, where the operation genuinely changed, produces two.
3 · Signature & ritual
A glass pavilion in a public park with the Ponti tower overhead, a season set by Milan's fashion calendar rather than by summer, and a room that is a restaurant until it is not.
4 · What this house does not solve
A house whose season is fashion week is dark for much of the year and dependent on a calendar it does not control.
Losing a designer's name costs real recognition, whatever the register says about rooms and labels. The rebrand is a test the house has not yet passed.
And a club in a public park operates at the pleasure of a municipality, on a concession rather than a freehold.
5 · LHL connections
- LHL-S-156Space IbizaThe contrasting case: same room, different house, two codes.
6 · Timeline
- 2000sOpens as Just Cavalli beneath the Torre Branca ⚑ date to confirm.
- 2000s–2024Milan’s fashion-week room.
- 2025Renamed JustMe; management and identity change.
7 · LHL story
“The Name Came Off” — The designer took his name back. The pavilion, the park and the tower stayed exactly where they were, and so did the crowd.
Sources
What the entry rests on. Each reference records the specific facts it supports, so a disputed line can be traced to the account it came from.