Moschino thinks big in Milan with new flagship store
Huge hangers serve as coat racks. A 3.5 m-long mannequin stretches across an entire shop-window. The famous leather jacket-shaped handbag, featured here in XXL size, acts as fitting room and display counter, like a pair of huge high-heeled pumps containing shoe models on sale, while a gigantic teddy bear has pride of place in the children's area.
Moschino is thinking big for its new Milan flagship store, its third in the Lombardy capital and also the largest.
For its interior design, the brand has chosen the same kind of pop, ironic style, full of oversize objects, featured in its New York store opened last year.
The style is inspired by the quirky outlook of Moschino's abrasive Creative Director Jeremy Scott, who has devised this new store format by picking up on the iconic new accessories by the Italian label belonging to the Aeffe group.
The new flagship store is located at 25 Via Sant'Andrea, in the heart of Milan's central fashion district. It combines Moschino's former Via Sant'Andrea 12 store, dedicated to womenswear, and that at Via Spiga 30, devoted to menswear.
It will extend over 700 m², on two levels, showcasing all of the label's collections: men's, women's and children's ready-to-wear, beachwear and accessories.
The walls, floor and staircases are in white marble, with contrasting, giant-sized black letters featuring the label's signature: MOSCHINO. The furniture too is white, with transparent elements and mirrors.
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