OFF-WHITE™'s first flagship store in Milan

After rumours had been circulating for a few weeks now, Off-White™ has just announced the opening of its first flagship store in Milan, in via Verri at the corner with via Bigli.

The store extends for 400sqm and carries both the menswear and womenswear collections. Space is characterized by a minimal, elegant, contemporary aesthetic, which finds its maximum expression in the details and materials used. A "fallen" tree is the protagonist at the entrance to the store, creating a fascinating contrast with the soft white travertine floor and the pink Off-White™ branded rug. The women's collection is presented through Patagonia marble niches, interspersed with independent structures in polished steel and glass with wooden pedestals. A curved wall, covered with delicate silk wallpaper, leads the customer to the second room where an installation consisting of wooden pedestals emerges, suggesting the process of cutting the material coming from the tree at the entrance. 

A staircase with an organic shape leads to the second floor, dedicated to the men's collection. The first room is characterized by arched windows and travertine floor, in contrast with the branded carpet. Ready-to-wear garments are displayed on a sequence of essential steel racks. The niches in emerald-coloured marble, precious white marble and wooden blocks intertwined with the granite pedestals that expose the men's accessories. Finally, the last room is dedicated to the Homeware Collection by Off-White™. The displays are covered in travertine marble, as is the floor, while the walls are in silk. The wooden display, which pays homage to Off-White™'s timeless "Meteor" motif, enhances the ceramic collections on display. 

The brand's space in via Verri confirms Virgil Abloh's vision of contemporary luxury, which opens the doors to a new idea of the luxury store.