After the recent opening of the Off-White ™ store in London, the label signed by Virgil Abloh has announced that it will also take up residence in Milan.
The label's first store based in Milan is located in the Golden Triangle at the corner of via Verri and via Bigli and extends over 400 square meters, offering 195 square meters of purchasable products ranging from men's and women's clothing to the collection of household items of the brand.
It was designed to offer customers the most luxurious retail experience possible with the message of "refinement in the present" dominating the aesthetics of the space. Consequently, contemporary design is juxtaposed with the Milanese tradition.
The soft white travertine floor is contrasted by a pink Off-White ™ logo carpet, which serves as a base for a "fallen" tree at the store entrance. The other spaces, fixtures, accessories and details are made using Patagonian marble, polished steel and glass, while the plinths are made of wood, creating contrast. The silk wallpaper covers the second room, where several wooden pedestals display products suggesting the idea of "freshly cut" trees that are now a semi-finished piece.
A sliding staircase leads to the upper floor, where you will be greeted by large arched windows, traditionally Italian. Here, granite pedestals contrast with wooden blocks and seating, a green carpet, and travertine floors and touches of emerald marble all around. For homewares, Off-White ™ referred to the "Meteor" motif by featuring circular holes in the wooden displays, which house everything from designer watches and tablecloths to tea sets.