Moschino opens new store concept in Paris

In anticipation of the Moschino x H&M collaboration due in November, the Italian fashion label has unveiled its brand-new retail concept in Paris, where it opened a second store at 255 rue Saint-Honoré. The new Moschino shop is next to Chloé and opposite the Coach flagship store.

The 270-square-metre premises, inside a typical 18th century Parisian building, extend on two floors, with the ground floor reserved to accessories and the first floor dedicated to ready-to-wear collections. The interior design is elegant and minimalistic, with an abundance of pink granite, Plexiglas and mirrors, featuring steel and black leather furniture.

The new Paris store features less oversized items than the Milan one – only the occasional iconic object in XXL size, like the giant illuminated handbag at the entrance.

The interiors, designed by architect Fabio Ferrillo, are conceived with innovative modular furniture which thus introduces the style of a new generation of Moschino stores.

It relies notably on “a modular system of translucent resin panels in delicate hues, designed to set out the removable brushed steel shelves in a flexible, dynamic manner, as well as the closets and the other furniture,” according to a press release by Moschino which is owned by Italian group Aeffe.

Moschino has chosen its new store in Paris, where it also operates another shop, at 54 rue du Faubourg-Saint-Honoré, to test the new interiors concept, before extending it to its entire retail network of some 153 stores. Moschino accounts for 71% of the Aeffe group’s total sales, and in the first half of 2018 it recorded a revenue of €122.3 million, equivalent to a 17.5% growth at constant exchange rates.