OFF-White just announced the opening of the first flagship store in Milan. The store extends for 400mq and sells both the womenswear and menswear collections of the brand (but don’t forget that the brand decided to not present their SS21 collections during the September Fashion Week), and is characterized by a minimal, elegant and contemporary aesthetic. A fallen tree is located at the entrance of the store, that creates a contrast with the floor in white travertine and the Off-White pink rug. The womenswear collections are presented in a section in marble of Patagonia, alternated with independent structures in lucid steel, glass and wooden pedestals. A curved wall, coated in silk, lead the clients into a second room where we can admire a second installation made in wood.
A staircase brings us to the second floor dedicated to the menswear collection. The first is characterized by arched windows and floor in travertine, in contrast with the rug. The ready-to-wear pieces are exposed on a steel clothing rack. The niche in emerald coloured marble, white marble and wooden blocks are interlocked on the pedestals that expose the menswear accessories.
The last room is dedicated to the Homeware Collection di Off-White. The displays are in marble, just like the floor, while the walls are made in silk. The wooden displays that pay homage to the “Meteor” motif by Off-White™ and highlight the ceramics. The store in Via Verri confirms the contemporary vision of Virgil Abloh that opens the door to new ideas of luxury for the future.
Now we only have to wait if the rumours on a hypothetical Supreme store in Milan are true.
