Fortified by its universally recognisable trait of quirky femininity, the luxury Italian label Marni enlarges its retail address book with a new flagship store on Milan's fashion-pampered via Montenapoleone.
The new Milanese boutique, generously spread over 310 sq m, architecturally mirrors the brand's visual identity by adopting a sober structure with eccentric accents. Comprised of two floors connected by a minimalist spiral staircase, the store emerges from a quaint courtyard like a rising cube. Contrast is well utilised throughout - from the space's immaculate white walls interjected with coloured marble to the dark geometric shapes randomly dispatched on the boutique’s floors.
The flagship is infused with a charm that is dramatically austere yet whimsically playful. Its simple and restrained architecture has been magnified by the brand's funky designs and multi-coloured lacquered furnishings. In short, it evokes an 'off-beat' ambience by pairing streamlined, vintage designs with contemporary hues. The effect is both sober and boisterous, just like the clothes.
Bundled in the courtyard of a historic building, the space rises from the lower ground to street level
Despite being dominated by slabs of raw concrete, the store itself is remarkably understated
The brand's colourful designs coexist with the modernist architecture surrounding them
Connecting the store's two floors, the elegantly minimalist and intriguing staircase conveys a dramatic effect
An exclusive capsule collection will be available in store in celebration of the opening
Marble, glass and mirrored furnishings complete the modernist vibe
It's a space 'to be discovered', concludes creative director Consuelo Castiglioni
ADDRESS
Marni
Via Montenapoleone 12
50, via della Spiga
20121, Milan