Off-White

Fashion brand Off-White’s first store in Milan uses natural materials to add warmth to a paired-back store that has white walls broken by Patagonia granite cabinets.Located on Via Verri in Milan, the 400-square-metre Off-White store opened in September and will sell menswear, womenswear and homeware. According to the brand, which is led by fashion designer Virgil Abloh, the boutique “embraces earthy yet elegant minimalism”.

Top: a wooden log adds an organic feel to the entrance. Above: wall niches are clad in Patagonia granite
Organic materials were used across the store, with a “fallen” tree log placed near the store’s entrance and granite cabinets used to display products.

The theme is carried through into the second ground floor room, where wooden plinths were used to create an installation to showcase Off-White accessories and shoes.

Wooden plinths show Off-White accessories
Throughout the ground floor womenswear section, travertine flooring is partly covered by rose-coloured rugs featuring the brand’s logo.
Display cases were kept simple and modernist in polished steel and glass, but the brand chose wall niches clad in Patagonia granite to add interest to the clean walls and underline the organic feel of the space.

The menswear floor features green hues
The upstairs floor houses the menswear section, which has a different colour palette to differentiate it from the womenswear section.
Floor rugs are evergreen instead of rose and a pale green hue is picked up in the wall niches.

Wooden blocks are used for seating
Wooden and marble blocks and granite plinths show off the brand’s accessories, while the men’s ready-to-wear is displayed on steel racks.

Virgil Abloh and AMO design flexible flagship Off-White store in Miami that “can host a runway show”

The final room in the store, which houses Off-White’s homeware collection, features silk wallpaper and travertine flooring as well as wooden display stands and wall niches.

The homeware section has simple wood display cases and stands
Though this is the brand’s first store in the city, Off-White’s design studio is already based in Milan.
“With a design studio based in Milan, Italy, the label harnesses the history and craftsmanship within the country yet offers a global perspective in terms of design and trends,” said the brand.

Off-White Milan is on Via Verri
Off-White also recently unveiled its first Miami store, a flexible flagship that “can host a runway show”.  In addition, Off-White opened the doors to its first stand-alone store in London in September.
Abloh, who was a judge for the 2019 Dezeen Awards, works on numerous projects outside Off-White and recently teamed up with Mercedes Benz to create a conceptual version of the Mercedes‑Benz G‑Class car.

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