Freitag has made its entrance in Milan’s retail scene with a new and understated outpost in the fast-emerging shopping zone of Porta Nuova. The Zurich-based lifestyle brand, best known for its bags made from recycled truck tarp and lately also for its innovative F-ABRIC apparel collection, has picked a location inside a 19th century industrial building with brick walls, vaulted ceilings and stone pillars.
The space has been gutted, but much of the original architectural detailing has been carefully preserved and paired with modern elements to create Freitag’s signature austere look. The outer walls have been stuccoed, and combined with a newly poured concrete floor, the two elements literally provide a modern framework for the all the historical details to be found inside. Both the linear light fixtures and the well-chosen furnishings, comprising of steel cabinets, display tables, and of course, the brand’s modular shelving system, add up to a distinctly modern feel of the retail space. Not surprisingly, the new Freitag store carries no less than 1,500 different truck tarp articles, in addition to apparel items from the aforementioned men’s and women’s apparel collection.
Photography by Claudia Zalla