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.
Via Vincenzo Capelli, 1
Tel. 02 36687099
More info at Moschino