As the demand for MSGM‘s fresh streetwear designs rises across the planet, this obviously should be reflected by its retail presence, and where better than at home base Milan?. Therefore, on the occasion of its tenth anniversary, the Italian brand has relocated its flagship store to new and bigger premises for a timely opening during the most recent edition of Milan Fashion Week. Situated on the corner of Via Broletto and Via del Lauro in the city’s Brera neighbourhood, the MSGM store occupies a sizeable 440 sqm. (4,736 sq.ft.) 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 Italy’s oldest insurance company in 1846, and which surprisingly, ripped out the interior for the sake of modernization in the 1960s. But let’s get back to the store, shall we? The interior design, created by MSGM creative director Massimo Giorgetti and Milanese architecture practice ML Architettura, sees the debut of new retail design codes. Inspired by Brutalism, it’s 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.
MSGM
Via del Lauro 9 (Brera)
20121 Milan
Telephone: +39 02 36595690
Mon-Sat 10.30-7.30
Publishers Note
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