Architectural alter-ego: Marni settles its newest store on Milan’s upscale via Montenapoleone
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.