Moschino Milan Flagship is Pop Art Dream

Moschino opens a new store in the heart of Porta Nuova, the space behind Piazza Gae Aulenti, in Milan. The 120 square meters store reflects the new image created by Jeremy Scott: a neutral and modern container in the form of a triangular shape, with soaring high ceilings, white walls, concrete floors and large windows facing the street.

Mochino, Via Vincenzo Capelli, 1, Milan

Knowing designer Jeremy Scott’s track record with designs both irreverent and ironic, is it any surprise that Moschino’s new Milan flagship would look like something out of a contemporary art exhibition? This new flagship store is a 700 square meter space spread over two stories, and will bring together Moschino and Boutique Moschino collections. One floor will be dedicated to their Couture line – but also featured is the brand’s ready-to-wear, accessories, textiles, beach wear, jewelry and fragrances, as well as menswear and a ‘Baby Kid & Teen’ selection.

The iconic brand is also highlighted by giant logos visible on the windows and inside, which adds a strong graphic and visual exhibition of the collections Moschino Couture for men and women, along with swimwear, jewelry, perfumes, garments and tech accessories.

The place designed as a light filled gallery space is in line with the creative vision of Jeremy Scott. The designer declares,

I wanted an open gallery space that would be a blank canvas for my collections.

As per the art gallery-esque style, the dominant hue of the Moschino flagship is white. Oversized installations of Moschino products are strewn throughout – shoes, suits, and their iconic teddy bear. Shopping bags are transformed into oversized shelving units that contain signature accessories while the fitting room itself is a giant white Moschino biker bag with a zipper opening for an entrance. The look draws similar cues from their New York store, which has the same oversized objects.

The interiors, designed according to the new concept of the Creative Director, is arranged around a monolithic stone bench, equipped with suspended shelves and hanging units in sleek chrome which contrasts with the tufted black leather seats. The special wall adds to both the sculptural elements and acts as a display for accessories.

This opening marks Scott’s third sales point in the Italian fashion capital, joining the Moschino store which opened last year in Porta Nuova and the Love Moschino store on Corso Venezia. It is wild, stylish, and eccentric – and it is everything we’ve come to love and expect from them.

Moschino
Via Vincenzo Capelli, 1
20124 Milan
Tel. 02 36687099

More info at Moschino

Jeremy Scott and Adidas Originals lauched their first fragrance

Fashion designer Jeremy Scott has a vision for remixing and elevating popular culture with spectacular results. His first fragrance, Jeremy Scott for Adidas Originals , embodies the high-contrast world of pop fashion. A limited edition of 10,000 bottles is due out worldwide starting in February in Adidas Originals stores and other select doors.

The unisex fragrance was created with Coty, by perfumers Philippe Roques and Maurice Roucel, and includes notes of Calabrian bergamot, incense, white pepper and cashmere wood. The campaign image was photographed by Inez van Lamsweerde & Vinoodh Matadin with Scott holding the perfume bottle while wearing wings himself.

Top: Rose, Calabrian bergamot
Heart: Incense, White pepper
Base: Cashmere

A play on the iconic ‘Jeremy Scott Wings’ high-top trainer from the Adidas Originals collection, the packaging is unmistakable, its bold flacon takes the form of a crystalline winged sneaker.

The bottle arrives embedded in thermoformed velvet, inside of a surreal shoebox marked with the adidas Three Stripes and fastened with a magnetic closure. It is at home as both a beauty accessory and a covetable object.