Situated on the corner of Via Broletto and Via del Lauro in the city’s Brera neighbourhood, the new MSGM store occupies a space of 440 sqm spread across two levels on the ground floor of a landmark building.
Known as Palazzo Silva di Biandrate, a 17th century mansion which was once home to the noble Silva family, it was purchased by a Italy’s oldest insurance company in 1846, and which surprisingly, ripped out the interior for the sake of modernization in the 1960s.
The interior design, created by Milanese architecture practice and longtime collaborator ML Architettura, sees the debut of new retail design codes. In stark contrast with the ornate historic façade, the interior design is clean and understated, and takes full advantage of its exposed concrete shell which is used as a backdrop.
The abundance of concrete is paired with stone tiles, mirrored and chromed steel, commissioned translucent and coloured displays by Rotterdam-based designer Sabine Marcelis, suspended LED screens, and sleek steel clothing racks. The new MSGM flagship store carries the brand’s full range of men’s and women’s apparel, bags, shoes and accessories.
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