By Ali Ikhwan 
As dusk settles over Milan on a Tuesday evening, the vibrant energy of La DoubleJ’s new headquarters, affectionately known as the Starquarters, hums with a unique resonance. While the bustling workday has concluded, the rooftop space, aptly christened the Galactic Deck, emanates a captivating sonic symphony, centered around a meteorite-encrusted gong. This celestial sanctuary is merely one facet of the dazzling five-story building, a testament to founder J.J. Martin’s singular vision, where business acumen seamlessly blends with spiritual exploration. From managers convening on meditation chairs to walls adorned with murals depicting cosmic portals, and floors named with evocative titles like "Conscious Creators" and "Energy Engineers," the Starquarters is a physical manifestation of La DoubleJ’s core ethos: "Raise Your Vibration."
J.J. Martin, an American expatriate who traded the Californian sun for Milanese elegance, has masterfully woven her spiritual inclinations with an innate talent for color and pattern. This potent combination has propelled La DoubleJ into a global success story, with its signature silk maxi dresses gracing the racks of prestigious retailers such as Bergdorf Goodman, Bloomingdale’s, and Net-a-Porter. The brand’s expansion into homewares in 2017 further solidified its unique market position, forging collaborations with esteemed Italian artisans like Salviati for exquisite glassware and Ancap for fine porcelain. Historic textile mills in Lake Como contribute their legacy to La DoubleJ’s opulent table linens and pillows. The brand’s trajectory is set to reach a new zenith with the upcoming flagship store opening on Manhattan’s Upper East Side, a move anticipated to further cement its international presence.
A Fusion of Italian Craftsmanship and American Spirit
The La DoubleJ aesthetic is a vibrant departure from Milan’s traditionally subdued sartorial and interior design palettes. As Britt Moran, of the renowned AD100 firm Dimorestudio, observes, "Milan tends to be very understated, very blue, black, and gray. Her product is completely Italian—it’s all made in Italy—but it’s a little bit more modern. It’s bright and joyous. J.J. has shaken up the Milanese stereotype, and that appeals to a lot of people." This infusion of bold color and joyous design has resonated deeply with a global clientele seeking to infuse their lives with positivity and expressive style.
The genesis of the Starquarters itself reflects the brand’s dynamic and evolving nature. Housed within a former 1930s wallpaper factory in Milan’s Navigli district, the renovation project, overseen by local architects Silvia Vergani and Margot List, was a labor of love that commenced with a sneak peek during Milan Design Week. Even as the doors opened last spring, the transformation was far from complete. Today, every corner of the Starquarters is a canvas for La DoubleJ’s signature maximalist patterns, a deliberate choice to immerse the company in its own distinctive brand identity. "She is not your typical client," notes Vergani, highlighting the challenge and reward of harmonizing Martin’s uninhibited creative vision within a modernist architectural framework. "It was fun and challenging to regulate the exuberance."
From Vintage Treasures to a Global Lifestyle Brand
The journey of La DoubleJ is intrinsically linked to J.J. Martin’s personal narrative. Her relocation to Milan in 2001, initially to follow her then-boyfriend and now business partner, Andrea Ciccoli, marked a pivotal moment. While navigating personal challenges, including a struggle with infertility, Martin found solace and inspiration in exploring the world of energy healing. This profound personal exploration led to an unexpected creative surge, culminating in the launch of La DoubleJ in 2015. Initially conceived as an e-commerce platform to showcase Martin’s extensive collection of vintage fashion and jewelry, the brand quickly evolved, expanding its offerings to encompass ready-to-wear apparel, homewares, and accessories.
The brand’s commitment to “Raise Your Vibration” extends beyond its product lines. The development of "The Sisterhood," launched in 2023, signifies a dedicated effort to foster community and consciousness-raising. This membership program, currently comprising approximately 7,000 individuals, provides exclusive access to Martin’s monthly newsletter, The High Vibe Times, and offers opportunities to participate in wellness activations, from online sessions to pop-up events held in diverse locations like Ibiza and Palm Beach. This expansion into the wellness sphere underscores La DoubleJ’s holistic approach to lifestyle, aiming to uplift and inspire its community on multiple levels.
The Starquarters: A Physical Embodiment of Vibrancy
The Starquarters serves as the physical epicenter of this vibrant philosophy. Upon entering the "Joy Entrance," visitors are greeted by a soaring lobby adorned with gargantuan hand-painted flowers and anchored by a striking sunflower-yellow sectional sofa designed by Cristina Celestino. The building’s interior design is a deliberate symphony of La DoubleJ’s signature maximalist patterns. Upstairs, the kitchen explodes with a rainbow motif and original checkerboard flooring, while hallways are a dazzling tapestry of wallpaper prints. Martin’s own office, designated as "The Download Den," features a custom intarsia rug inspired by the intricate patterns of Italian churches. Even the elevator, adorned with a galactic print, is described by Martin as a "spaceship," further immersing occupants in the brand’s otherworldly aesthetic.
The strategic consolidation of the La DoubleJ team within the Starquarters represents a significant operational milestone. For years, the company’s workforce of over 80 employees operated from a cramped corner of a showroom, a situation Martin humorously likens to an "anthill." The move to the spacious, five-story building has unified design, e-commerce, and back-office operations under one roof, fostering greater collaboration and efficiency. This expansion not only accommodates the growing team but also provides the physical space necessary to manifest the brand’s expansive vision.
A Legacy of Italian Craftsmanship and Global Reach
La DoubleJ’s success is deeply rooted in its unwavering commitment to Italian craftsmanship. The brand’s collaborations with renowned Italian makers are a testament to this dedication. The partnership with Salviati for glassware exemplifies the fusion of historical artistry with contemporary design, resulting in pieces that are both functional and collectible. Similarly, the collaboration with Ancap for porcelain tableware highlights the enduring appeal of Italian ceramics, rendered in La DoubleJ’s signature vibrant patterns. The brand’s engagement with historic textile mills in Lake Como further underscores its dedication to preserving and celebrating traditional Italian textile artistry, translating it into luxurious home goods.
The brand’s global retail presence, with products available at Bergdorf Goodman, Bloomingdale’s, and Net-a-Porter, attests to its international appeal. The forthcoming flagship store in Manhattan’s Upper East Side signifies a strategic expansion into a key global fashion capital, promising to introduce the La DoubleJ experience to a broader American audience. This expansion is not merely about retail presence; it’s about bringing the brand’s unique blend of exuberance, quality, and positive energy to new markets.
The Galactic Deck: A Sanctuary of Serenity and Inspiration
The rooftop Galactic Deck stands as a testament to La DoubleJ’s commitment to holistic well-being. The inclusion of a "Gong Temple," featuring a five-pan instrument hand-forged near Mount Etna, speaks to the brand’s embrace of sound healing and meditation. The space is furnished with rows of mats and cushions adorned with custom La DoubleJ prints, creating an environment conducive to relaxation and spiritual practice. Martin’s description of the rooftop, with its panoramic city views, as a place where "you just feel like you’ve opened up to the heavens," encapsulates the profound sense of peace and connection the space is designed to evoke.
The brand’s new outdoor collection, set to debut during Milan Design Week, will be showcased on the plant-filled garden terrace that encircles the rooftop deck. This integration of indoor and outdoor living spaces further emphasizes La DoubleJ’s philosophy of creating environments that inspire joy and well-being. The collection, featuring poufs, pillows, and tables, promises to extend the brand’s signature aesthetic and commitment to quality into outdoor settings.
Future Horizons and Enduring Principles
La DoubleJ’s trajectory suggests a future where vibrant design, ethical production, and personal well-being continue to converge. The brand’s ability to consistently innovate while staying true to its core principles of joy, color, and Italian craftsmanship positions it for continued success. As J.J. Martin herself states, the company’s ethos is not merely a marketing strategy but a deeply ingrained philosophy that permeates every aspect of the business, from the design of a silk dress to the creation of a rooftop sanctuary. The Starquarters, with its unique blend of the spiritual and the sartorial, stands as a powerful testament to this enduring vision, a beacon of vibrant living in the heart of Milan and beyond. The ongoing expansion, both in product lines and geographical reach, signals a commitment to sharing this vision with an ever-wider global audience, inviting them to “Raise Their Vibration” through the joyous and artful expression of La DoubleJ.
