three years ago pantone indulged its global fanbase with the launch of a pantone colour-infused hospitality concept in brussels. and now it adds the pantone universe concept store in downtown milan as part of its communication strategy. the first of its kind on the planet, the store is an initiative of italian designer and longtime pantone collaborator lucca trazzi and marketing consultant sara giglioli. trazzi signed up for the shop's linear-shaped interior, dipped in an iridescent white hue that makes the colourful merchandise all the more pop. the pantone universe concept store carries a varied range of lifestyle products, ranging from mugs, plates, and stationery and travel items, to swimming trunks and foldable chairs and paintings, all obviously dipped in a current trend shade by the planet's leading colour authority. location: corso magenta 5 [magenta].