Founded in Montevideo in the middle of the middle of the global pandemic by young entrepreneurs Lautaro Lans and Mateo Gutiérez, e-commerce company MilGenial offers a wide range of imported goods, ranging from cosmetics and handbags, to light fixtures and car accessories. Resonating well with young consumers, the company inaugurated a pick-up location in the city, but as of late, it also has a standalone store. Situated on the premises of Café Montevideo, an ornate building erected in 1926 by architects Alejandro Ruiz and Pedro Nadal y Galfetti, the retail space measures 160 sqm. (1,722 sq.ft.) and features an interior design by local multi-discilinary practice CRUDO. MilGenial‘s online identity has been translated into a brick and mortar setting, using a concept which explores the duality in software/hardware. The chosen aesthetic aims to materialise the digital realm through the use of metallic materials, their exposed assemblies, and a geometric configuration which, combined with the furnishings, signals the dynamic of MilGenial‘s online operations. Emerald green, MilGenial‘s signature colour, is embedded in the interior design, adding to an immersive shopping experience. The new MilGenial store stocks a selection of the brand’s imported goods across a wide range of categories. © superfuture
MilGenial
Avenida 18 de Julio 1300 (Centro)
11100 Montevideo
Telephone +598 98 703704
Mon-Fri 10am-7pm
Sat 9.30am-1.30pm
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