Off-White has recently opened its first store in Milan within the prestigious Golden Triangle luxury shopping district, on the corner of Via Verri and Via Bigli. Half of the 4,305-square-foot space will showcase the men’s wear and women’s wear collections.
“After 59 stores opened across the globe, Milan was a must for the brand,” said Andrea Grilli, chief executive officer of New Guards Group, the licensee of Off-White. “Although we had to postpone the project during the pandemic, we decided to confirm it and open the store as soon as possible. Milan gave a lot to the brand and now is the perfect time to concretely show how much we believe in the restart of our city by bringing new and positive energy,” added Grilli.
“I think it’s important to not let difficult moments in life stop dreaming and [the] development forward,” added creative director Abloh. “These times must make us stronger and not discourage from achieving goals.”
Off-White first store in Milan, Italy
The flagship’s interior concept blends earthy elements with minimal lines. A tree trunk lies at the entrance, juxtaposing a logoed, bubblegum pink rug and the white travertine flooring. Showcasing the women’s range, niches of Patagonia marble offer another chromatic touch and contrast with steel cases.
Overall, curved walls connect the different rooms and convey fluidity to the space, which is enhanced by a sinuous staircase leading to the second floor, which is dedicated to men’s wear collections. Here, emerald marble niches, geometric wooden benches and green rugs replicate the main design staples of the store, while granite plinths are added to showcase men’s accessories. Also on the second floor, a room dedicated to Off-White’s homeware line is dominated by wooden furniture paying tribute to the brand’s “Meteor” pattern, resulting in an eye-catching effect.
Despite the current, challenging times for physical retail, the company is banking big on brick-and-mortar stores as this is the third unit Off-White has launched recently.
Infused with an industrial aesthetic and exploring the idea of the modern fulfilment center, the store design features modular and flexible elements as the space is intended to echo Abloh’s multidisciplinary engagement by hosting different activities, such as public art display, mini catwalks and musical performances.
For instance, a floor to ceiling movable wall serves as a secondary façade that can be pushed back inviting the public into the brand’s perimeter for these purposes. In addition, the main polycarbonate façade not only carries the brand’s logo, but also a bright orange “X” overlaying the word “shop” to further signal that the space is more than a store.
Off-White first store in Milan, Italy
Inside, furniture comes with wheels for easier rearrangement, while customizable elements and transformative fixtures enable the retail floor to change appearance rapidly in accordance with event programming, product releases and capsule collection drops.
Concrete flooring, corrugated metal walls, mesh ceiling panels and tubular ceiling lights amplify the industrial appeal and match steel shelves as well as essential, striped racks combining black marquina and white Carrara marble. The space is spiced by pops of color defining the electric blue centerpiece staircase, the rose cash counter, red benches and green velvety fitting rooms. The location also feature artworks including “Dollar a Gallon III” by Abloh, and “Roller” commissioned by the designer to artist Mark Jenkins.
The company said another opening is in the pipeline for 2020, with a mono-brand store is expected to be unveiled in Singapore’s Marina Bay Sands in November.
New Guards Group also comprises brands such as Palm Angels, Ambush, Alanui, Opening Ceremony, Heron Preston, Marcelo Burlon County of Milan, Kirin Peggy Gou and Ben Taverniti Unravel Project.
Off-White first store in Milan, Italy
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