Following its massive retail expansion in the Far East in recent years, MSGM‘s focus shifts back to the Old Continent, adding a new retail space in London. The Milan-based brand already operates flagship stores on home turf and two shop-in-shops in Paris, so adding a standalone boutique in London, one of the planet’s fashion capitals and also one of the most coveted retail arenas, only seems a logical next step. Creative director Massimo Giorgetti opted for a 113 sqm. (1,216 sq.ft.) boutique on Brompton Road where it rubs shoulders with names from fashion’s upper echelon, such as Chanel, Stella McCartney and Acne Studios. Spread over a ground floor and basement, Giorgetti teamed up with Milanese practice ML Architettura, resulting in a an eclectic mix and match of old and new elements.
Sections of the building’s concrete shell have been retained and lined with steel to boost the raw and industrial edge, and paired with colourful terrazzo flooring. Chunky displays and cabinets are clad in a similar terrazzo motif and the brand’s signature yellow band which also adorns the back wall. Other furnishings include sofas, steel clothing racks, and quite interestingly, Tokyo-based plant artist Satoshi Kawamoto‘s maintenance-free plants adorn the elevator which connects the ground floor with the basement. The MSGM boutique carries the brand’s full range of men’s and women’s apparel, accessories, shoes and bags.
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