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      Moschino flagship store references the “history of ancient Italy”

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      Italian studio Andrea Tognon Architecture has collaborated with former Moschino creative director Jeremy Scott to renovate the brand’s flagship store in Milan.

      Located on Via della Spiga, one of Milan’s famed shopping streets, the store sits within the 18th-century Palazzo Perusati, which was recently transformed by real estate company Hines into a luxury retail development.
      The store was designed by Andrea Tognon Architecture in collaboration with Scott who aimed to recreate and allude to the history of ancient Italy through a minimalist yet ornamental interior scheme.
      The Moschino Milan store was designed by Andrea Tognon and Jeremy Scott”I was inspired by the rich history of ancient Italy and the beauty and decadent opulence of its design,” said Scott.
      “Sometimes we start to design from memories, sometimes from form, materials and colours,” added Andrea Tognon Architecture founder Andrea Tognon.

      “For this project, I started only from words.”
      It is located within a recently renovated retail hubThe Milan flagship spans two floors and covers 380 square metres.
      Its ground floor is dedicated to the brand’s women’s ready-to-wear collections and accessories, while its first floor is dedicated to its men’s and kid’s collections.
      Oversized columns and capitals fill the storeThroughout the interior, Andrea Tognon Architecture used rich materials that speak to Moschino’s baroque flair, which was also highlighted through decorative and oversized architectural elements.
      A checkered floor constructed from Botticino marble and green stone, sourced from Brazil, covers the ground floor retail area while the above floors were clad in yellow Siena marble.

      Marni sets up caravan-shaped artist’s studio inside Milan flagship store

      A vast stone spiral staircase connects the two floors of retail space and forms a continuation of the oversized checkered floor – with the tread and rise of each step similarly clad in green stone and marble.
      Patinated brass lighting stretches rhythmically in horizontal rows across the ceiling of the store. Curving tubular display rails line the boundaries of the interior and were constructed in the same brass finish.
      Marble and stone cover the floorsPops of colour were introduced to the interior through bright yellow lacquered wood shelving that flank the walls of the store and follow its curving profile.
      Oversized columns and capitals were placed throughout the interior and function as furniture and display areas for the brand’s products and accessories.
      It was designed to reference the ancient history of ItalyAlso scattered throughout the store are additional custom furniture pieces that were created by Scott in homage to Moschino’s founder Franco Moschino.
      These tables combine two tables which were spliced in the middle, joined together and decorated with marble tops and gold leaf ornamentation.
      Pops of colours were incorporated throughout the storeLast week news broke that Jeremy Scott was leaving Moschino after a decade-long tenure at the Milanese fashion house. In 2020, Scott replaced models at his Spring Summer 2021 show with puppets that wore the brand’s womenswear collection.
      Elsewhere in Milan, London design studios Brinkworth and The Wilson Brothers created a caravan-shaped artist studio for Marni’s flagship store in the Italian city.
      The photography is by Adriano Mura.

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      Kith creates “industrial ambiance” for its Williamsburg store

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      American clothing brand Kith has created a flagship store in Williamsburg, Brooklyn, that uses brick, wood and steel to reference the industrial history of the neighbourhood.

      Designed by Kith’s founder Ronnie Fieg and the brand’s in-house team of architects, the Williamsburg location is located in the Gensler-designed 25 Kent Plaza office building, where Kith also has its corporate offices.
      Kith designed a store for its apparel in WilliamsburgThe design takes elements that carry through some of the other Kith stores, such as marble finishes and metal fins, and adds details that situate it in the context of Williamsburg.
      These include a massive circular structure at the heart of the store that is covered with red brick on the outside and lined with white oak inside. The piece was custom-made at a nearby, undisclosed wood workshop.
      It features a central structure made of brick and woodThis central element has a domed wooden ceiling with a wooden column and circular light fixtures that radiate out towards the edges concentrically.

      A number of sloping arched voids in the structure have metal-lined undersides and provide an entryway on two sides and display cases for the brand’s collection of sneakers on another.
      “We constructed the central dome completely from scratch and created the exterior from the same exact bricks used on the outside of the main building so it feels very cohesive as you enter,” said Fieg.
      “Every inch of that dome is custom which meant our precision down to the last minute detail was crucial.”
      “Outfitting the interior with rounded wood panels, shaping the footwear shelves to sit flush within the windows, every detail was poured over.”
      It steps down from an outdoor plazaOutside the circular area, the lights radiate perpendicularly, like sun rays, towards the walls.
      The perimeter of the store is lined with metal fins that block the sun from the glass-lined eastern exposure while also creating a massive logo when viewed from outside.
      Also lining the perimeter of the store are custom wooden clothing racks.
      A custom mosaic was placed in the floorPolished concrete flooring runs through the space, which steps down from the public plaza at the centre of 25 Kent.
      The designers oriented the entrance towards the plaza and placed garden boxes in the corners of the store to better connect it with the public space outside.
      Marble clads the snack bar”The industrial ambiance is balanced with lush oak trees outside, and an abundance of greenery spread throughout the store,” the brand said.
      The Kith Treats Area at the entrance – where a combination of ice cream and cereal are served – was lined with Rosa Aurora marble and has a to-go window that opens up to the plaza.
      The wooden elements were custom made nearbyA wall of stainless steel panels separates the treats area from the retail space, while the walls opposite the street-facing glass are matte concrete with wooden insets for further display and service areas.
      On the floor, Kith installed a brand logo made of mosaic tiles.

      Snarkitecture adds Nike Air Max chandelier to Kith streetwear store in Parisian mansion

      It is the third store in New York City for the brand, which was founded in 2011, and creates apparel for men, women and children.
      To celebrate the opening, the brand launched a sneaker with footwear companies Clarks and Adidas.
      It is in a Gensler-designed building in WilliamsburgThis is the twelfth store opened by Fieg, who moved to Williamsburg himself with his family in 2017, and the Kith headquarters there in 2021.
      “The restaurants, the shops, the people, and the atmosphere make it a very special area in New York and were all factors in us moving our brand HQ there in 2021,” he said.
      “It’s my home, our team’s home, and it only made sense for us to make it a home for our community.”
      Many of Kith’s prior locations, in Miami and Los Angeles, for instance, were designed by designer Daniel Arsham and his studio Snarkitecture.
      In both the Paris and original downtown Brooklyn locations, Kith installed chandeliers made up completely of Nike Air Max sneakers.

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      Khaite flagship store designed as a “tribute to the cultural legacy of SoHo”

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      American fashion brand Khaite has opened its first flagship store in SoHo, New York City – a cement-trowelled and steel-lined interior with an evergreen tree planted into its shop floor.

      The store was designed by Khaite’s founder and creative director, Catherine Holstein and her husband New York-based architect, Griffin Frazen.
      The Khaite flagship store is located in SoHo, New York CityIt occupies a Corinthian column-fronted building in SoHo, capped with Italianate cast-iron modillion cornices, designed by German architect Henry Fernbach in 1871.
      Holstein and Frazen wanted to encapsulate the cultural legacy of the SoHo location with the area’s connection to the founding of the brand.
      It was designed by Khaite’s founder and her husband”Every element of KHAITE is shaped by New York, and we set out to make this space a tribute to the cultural legacy of SoHo,” said Holstein.

      “When I moved to New York twenty years ago, this block of Mercer was my entry point to the city, and SoHo is where KHAITE was born. Our first design studio was just down the street.”
      The couple looked to encapsulate the legacy of its locationThe entire 371 square metre ground floor of the store was dedicated to retail space while the building’s basement was reserved for back-of-house workings as well as a private meeting area.
      Holstein and Frazen’s approach saw the store clad in city-characterising materials such as steel, glass, poured concrete, troweled cement and plaster, which bring an industrial and monolithic look to the space.
      Cement, concrete and steel were used throughout the storeFour curving steel partition walls meander through the length of the retail space and are used to conceal and frame Khaite’s ready-to-wear collections that are displayed on curved display rails.
      The four steel walls are visually separated by a channel of light from one of two skylights at the rear of the store that was exposed during its renovation.

      Fabric arches divide Jonathan Simkhai store in SoHo by Aruliden

      A focal feature of the store is an evergreen Bucida Buceras tree, which was named the Shady Lady and planted into the floor beneath the rear skylight.
      As light enters and flows into the space from the skylights the rough and textural quality of the cement-trowelled walls is revealed.
      Skylights were uncovered during its renovation”The design was conceived in terms of material – choosing the right materials and working with them in the right way to satisfy the programmatic requirements,” said Frazen.
      “We leaned into elemental qualities like natural light, preserving the scale and openness while creating intimate spaces.”
      A tree was planted into the floor of the store”We embrace the change of materials like steel and concrete just as you would leather and cashmere, honoring them by allowing them to wear in gracefully,” said Frazen.
      “Each piece has unique textures, and rather than polishing away or painting over them, we preserved imperfection.”
      It has an industrial lookThree fitting rooms were designed to contrast the brutalist details of the store and were blanketed in a deep red, fitted with plush red carpeting and warm lighting.
      Minimal furniture was placed throughout, such as a Sing Sing chair by Japanese designer Shiro Kuramata that sits beside a twisted, low-lying shelf used to display the brand’s accessories.
      The basement contains back-of-house operationsBefore opening to the public, the store was used as the setting for Khaite’s Autumn Winter 2023 show which was presented in February.
      Nearby in SoHo, design agency Aruliden completed a store interior for fashion brand Jonathan Simkhai that incorporated cut-out shapes from Simkhai’s clothing into partitions and furniture.
      Design firm Crosby Studios teamed up with AR technology company Zero10 to create a pop-up store also in SoHo that allows people to try on virtual clothes.

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      Studio Giancarlo Valle transforms historic Stockholm cinema into tactile rug showroom

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      Interior design firm Studio Giancarlo Valle has turned an early 20th-century cinema in Stockholm into a showroom for rug company Nordic Knots, restoring its original stone details and adding warm wood and brushed steel.

      Mottled green marble covers the walls of the 150-square-metre showroom, which is located in the central Östermalm area of Stockholm.
      As part of the revamp Studio Giancarlo Valle restored the existing marble – a traditional Swedish type of stone called Kolmårdsmarmor – as well as the building’s grand central staircase.
      The showroom is located in a former cinema in ÖstermalmThe studio also added more contemporary touches, such as brushed stainless-steel details and walnut and oak furniture.
      “The interior is historic and we wanted to preserve the architectural details, so we restored the terrazzo and plaster,” studio founder Giancarlo Valle told Dezeen.

      “The building is a 20th-century former movie theatre and it was critical to maintain a sense of grandness when entering the space,” he added.
      Green marble from Sweden clads the wallsNordic Knots’ co-founder Liza Laserow wanted the interior to feature as many of the original details in the 1918 building as possible.
      “During the demolition of some old closets, we discovered the original floor to the building from the early 1900s – a muted green terrazzo with a red and white checkerboard,” Laserow told Dezeen.
      “Discovering the original flooring made us realise that we wanted to use terrazzo throughout, as the green colour in the original terrazzo matched the green marble on the walls perfectly.”
      The brand managed to find a Swedish company that could replicate the original terrazzo to cover the entire floor area.
      Rugs designed by Giancarlo Valle decorate the spaceThe stone floors and walls are complemented by a variety of natural materials.
      “To balance out the existing stone and terrazzo, we brought in warmer, more tactile materials like pine, oak, and walnut,” Valle said.
      Oak and walnut shelves decorate the walls of the Sample Bar, a room where customers can see samples of different Nordic Knots rugs, and where Studio Giancarlo Valle introduced custom-made oak lounge chairs.
      The Sample Bar features wooden shelving and steel furnitureValle also added brushed-steel touches to the Nordic Knots showroom, including on its custom-made steel and walnut coffee bar in the main gallery area and a table in the Sample Bar.
      The furniture throughout is designed in reference to the building, such as the curved front of the coffee bar that reflects the shape of its doorposts.

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      Laserow and co-founder Fabian Berglund had previously worked with Valle on a series of rugs for the company, which resulted in four designs, including an all-beige rug with a pattern of open hands and a red rug with flower buds on it.
      These are used to decorate the walls and floors of the showroom.
      Meeting rooms are located in the back of the buildingAt the back of the building sit the company’s meeting rooms and office spaces, which feature wooden furniture and a colour palette of saturated blues and mustard yellows.
      “The new interiors very much honour the building’s history,” Valle said.
      “We were careful to preserve the historic architectural details, along with the feeling of entering a grand theatre, when designing the space.”
      The original terrazzo floor is replicated throughout the spaceThe showroom opened during this year’s edition of Stockholm Design Week, which also featured an exhibition of “functional art” by Danish studio Tableau and a virtual apartment.
      Studio Giancarlo Valle’s designs have previously been used for projects including a showroom in a Brooklyn warehouse and a co-working company founded by Yves Béhar.
      The photography is courtesy of Nordic Knots.

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      KOT Architects creates “cosy and inviting” showroom for Dior

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      Architecture studio KOT Architects has designed a creamy showroom-cum-office inside a new building in Tel Aviv for French fashion house Dior.

      Situated on the 17th floor of a newly built office block, the showroom, which features a large birch plywood bookcase and neutral colours, was designed to simulate the comforting feeling of a home.
      KOT Architects has designed the interiors of Dior’s showroom”The raw and rugged urban surroundings amplify the contrast between the various materials used and accentuate the cosy and inviting ambience within the space,” KOT Architects founder Kfir Galatia-Azulay said.
      “The approach was to conceptualize the space as a home with distinct zones to create a welcoming and secluded environment, distinct from that of a conventional office or store,” Galatia-Azulay told Dezeen.
      The studio used light woods and a muted colour paletteKOT Architects employed a colour scheme consisting of off-whites and beiges with brass accents to create a warm and cosy atmosphere.

      These work together with white travertine stone, polished white marble, raw concrete and natural birch wood materials to create a clean and sophisticated look, which the studio said embodies the “elegance” associated with the Dior brand.
      Beauty products are displayed on shelves around the spaceThe studio arranged the showroom and the employee rooms – which include a kitchenette and a private office – as a series of multi-functional “versatile spaces” across the L-shaped space.
      A wooden bookcase was used to create a partition in the middle of the floor plan, with one side providing employees with room for events and networking and the other for clients to try on clothes.

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      “The challenge was to optimize an L-shaped area with two wings – one for the company’s offices and another added wing for the showroom space,” Galatia-Azulay said.
      “The objective was to establish a versatile space that accommodates various commercial activities while upholding the brand’s values.”
      An open-plan kitchen has been merged with the show spaceElsewhere, KOT Architects added a spherical light fixture into the ceiling above a travertine table, which was custom-made in its Tel Aviv studio.
      Meanwhile, perfume bottles, candles and mannequins sporting Dior garments are displayed on in-built shelving units and on chunky, beige plinths.
      Seating is provided by bleaker-style benches which employees can sit on during presentations, armchairs clad in creamy fabrics and matching plump ottomans.
      The Tel Aviv showroom has plenty of wooden detailsDior is one of the most well-known fashion brands in the world. According to the curator of the V&A museum’s exhibition Dior: Designer of Dreams Oriole Cullen, Dior’s founder “helped to define an era”.
      The fashion house’s most recent runway show at Paris Fashion Week took place beneath a hanging kaleidoscopic installation by artist Joana Vasconcelos, which was decorated with fabrics from the collection.
      The photography is by Amit Geron.

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      Demountable electric-blue grid engulfs On-Off store interior in Milan

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      Italian architect Francesca Perani has teamed up with design studio Bloomscape to create a reversible fit-out for this clothing store in Milan, which is dominated by a flexible gridded shelving system.

      Perani and Bloomscape installed the grid with its moveable shelves as a way to let the On-Off store effortlessly change its display arrangements.
      A gridded blue framework covers the entire interior of Milan’s On-Off storeIt was also a matter of making the store reversible, meaning that the fit-out could be easily dismantled should the retailer move on to a different site, saving waste and leaving behind a clean slate for the next occupier.
      “Too often, the world of retail is still insensitive to sustainability; its lifecycle, however, is too short to continue being ignored,” explained Bloomscape co-founder Rosario Distaso.
      Concrete chimney blocks form display plinths and benchesThe gridded framework comprises beams of poplar wood surrounded by metal frames that were anodised to produce a vivid electric-blue colour.

      The system runs along the walls and across the store’s ceiling, allowing On-Off to hang wayfinding signage.
      Shelves can be moved around in the framework to create different displaysAll of the shelves can be pulled out or slotted in at different points of the framework.
      A fixed wooden clothes rail runs between two of the columns, allowing the hung garments to appear almost as part of the store’s architecture.

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      As the team was working with a limited budget, just a handful of materials were applied throughout the rest of On-Off.
      The same metal-clad poplar wood was used to create freestanding clothing rails that appear at the edges of the store. Sheets of poplar also form the top of the store’s display plinths and bench seats, which have chimney cement blocks for a base.
      Mirrored panels clad the store’s cash register deskAt the rear of the floor plan is a mirror-clad cash register, set against a wall lined with translucent polycarbonate sheets.
      More panels of polycarbonate were used to enclose On-Off’s changing rooms, with a shiny silver curtain suspended in front of each cubicle for privacy.
      Polycarbonate walls and silver curtains feature in the changing roomsOther striking retail spaces in Milan include the Marni flagship with its very own artists’ studio and IoNoi – a hybrid store and gallery dedicated to the work of Italian designer Fabio Novembre.
      The photography is courtesy of Francesca Perani.

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      WGNB creates minimal monochrome SVRN store in Chicago

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      A variety of monolithic furniture pieces direct the flow of movement around this fashion boutique in Chicago, designed by South Korean studio WGNB.

      The space for lifestyle brand SVRN is intended to highlight the products for sale as artworks and ideas, rather than simply as garments.
      Benches balanced on irregularly shaped rocks also act as product displays in the store”Spatial design of the SVRN store began with our interpretation of the SVRN’s brand identity and narrative through the eastern perspective,” said WGNB.
      “While the western perspective looks at the object itself, the eastern perspective rather focuses on the surrounding relationship of the object.”
      Thin black railings are used for hanging garmentsThe 4,200-square-foot (390-square-metre) store on North Aberdeen Street, in the Fulton Market area, is split into two sections: the main sales floor and a back room, which are connected by a narrow corridor.

      A muted, monochrome selection of materials creates a serene atmosphere in both of the spaces, while the architectural elements dictate purposeful paths that connect them.
      Various architectural and furniture elements form pathways for shoppers to meanderBlack railings transverse the walls, puncturing curved and flat vertical partitions made from materials including concrete, steel and black-stained thermowood.
      Curved benches that act as both accessory displays and seating are balanced on large irregularly shaped stones.
      The walls and ceiling in the back room are lined with stainless steelTogether, all of these elements suggest multiple meandering routes for customers to trace through the store.
      In the back room, the curvature of the benches corresponds with a circular opening in the brushed stainless steel ceiling, while a round patch of carpet sits offset on the floor.
      A section dedicated to footwear features multiple shelving unitsHot-rolled steel continues across three walls, creating a sci-fi feel in certain areas of the room.
      Micro-cement plaster paints are used to contrast the metal, adding a rougher texture against the smooth surfaces.
      A monochrome colour scheme is applied throughout”Overall, usage of the materials are manifestations of the SVRN’s brand identity and narratives,” said WGNB.
      The fourth wall in the rear space is reserved for displaying shoes, which sit on shelves of unequal heights that are silhouetted against backlighting.

      WGNB designs all-black flagship store for fashion brand Juun.J

      “The spatial layout of the store considers the current that customer’s circulation creates in the space with the objects and openness,” said the studio.
      “And, the visual tension is created by the constantly changing eyesight of the customers while navigating the store.”
      A variety of smooth and textured surfaces create subtle contrasts across the boutiqueMinimalist fashion boutiques can be found worldwide, with many brands opting for a simple and pared-back interior to allow the products to shine.
      Recently completed examples include Snøhetta’s Holzweiler store in Copenhagen and a Jonathan Simkhai store in New York’s SoHo by Aruliden.
      The store was designed by WGNB, the Dezeen Awards Emerging Interiors Studio in 2021WGNB, which won the Dezeen Award for Emerging Interior Designer of the Year 2021, has also created monochromatic interiors for fashion brand Juun.J’s flagship store and a golf supply shop – both in Seoul.
      The photography is by Yongjoon Choi.
      Project credits:
      Construction/general contractor: Helios Construction Services

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      WGNB completes colourless interior for golf supply store PXG

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      South Korean spatial design studio WGNB has completed a flagship shop for golf brand PXG in Seoul, featuring an achromatic material palette and a graphite-covered wall that leaves smudges on visitors’ clothing.

      The store is located in Seoul’s Gangnam district and was designed by WGNB to reference the graphite used to produce PXG’s golf clubs.
      WGNB has designed PXG’s Seoul flagship store”Rather than merely applying the material to every plane, we studied the characteristics of graphite itself,” the studio told Dezeen.
      “It is lighter than it appears and is an allotrope of carbon, like diamond. The graphite embeds calmness and humbleness. And, most importantly, it smudges.”
      A graphite-covered wall greets visitors near the entranceWGNB interpreted these characteristics in the pared-back forms and materials chosen for the shop’s internal surfaces and display furniture.

      At the entrances, visitors are greeted by a sculpturally engineered graphite block and a wall covered with graphite squiggles that will transfer onto hands and clothing on contact.
      Volumes of slatted steel are suspended from the ceilingA series of orthogonal volumes are suspended from the ceiling throughout the store to define various areas within the open-plan space and incorporate suspended rails for hanging apparel.
      Made using powder-coated steel slats, the volumes help to create a sense of lightness and buoyancy within the interior that is further enhanced by the cantilevered display unit at the centre of the store.
      An abstract animation that ties in with the shop’s visual language is displayed on the store’s prominent media wall instead of commercial images.

      WGNB designs all-black flagship store for fashion brand Juun.J

      The project brief called for a black interior in keeping with PXG’s visual identity. Instead of creating a monochromatic black-and-white interior, WGNB developed an achromatic design using shades of black and grey.
      “While monochromatic materials are limited to similar tones and hues, an achromatic scheme dismisses colour altogether, leaving materiality only,” the studio said.
      “We used various achromatic materials with unique textures and materiality, believing that these would emphasise the idea of shedding light on the essence of the material.”
      An abstract graphic is displayed on the central media screenThe limited material palette includes a micro-cement finish that was applied to walls and floors. These textured surfaces are complemented by engineered wood flooring, which is also used on some of the walls.
      The staircase leading up the mezzanine is finished in marble and cold-rolled steel while upstairs, a grey carpet and upholstered furniture introduce softness to the space.
      Grey carpet and upholstered furniture bring softness to the mezzaninePXG approached WGNB to design its flagship store after seeing some of the studio’s previous projects, including the all-black shop it created for fashion brand Juun.J in Seoul.
      The spatial design studio was established in 2015 and named emerging interior design studio of the year at the 2021 Dezeen Awards, with the judges commending its “interesting and different approach to retail design”.
      The photography is by Yongjoon Choi.

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