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Fashion brand Off-White’s first store in Milan uses natural materials to add warmth to a paired-back store that has white walls broken by Patagonia granite cabinets. Located on Via Verri in Milan, the 400-square-metre Off-White store opened in September and will sell menswear, womenswear and homeware. According to the brand, which is led by fashion designer Virgil Abloh, the boutique “embraces earthy yet elegant minimalism”.

Organic materials were used across the store, with a “fallen” tree log placed near the store’s entrance and granite cabinets used to display products. The theme is carried through into the second ground floor room, where wooden plinths were used to create an installation to showcase Off-White accessories and shoes.

Throughout the ground floor womenswear section, travertine flooring is partly covered by rose-coloured rugs featuring the brand’s logo. Display cases were kept simple and modernist in polished steel and glass, but the brand chose wall niches clad in Patagonia granite to add interest to the clean walls and underline the organic feel of the space.

The upstairs floor houses the menswear section, which has a different colour palette to differentiate it from the womenswear section. Floor rugs are evergreen instead of rose and a pale green hue is picked up in the wall niches. Wooden and marble blocks and granite plinths show off the brand’s accessories, while the men’s ready-to-wear is displayed on steel racks.

The final room in the store, which houses Off-White’s homeware collection, features silk wallpaper and travertine flooring as well as wooden display stands and wall niches. Though this is the brand’s first store in the city, Off-White’s design studio is already based in Milan. “With a design studio based in Milan, Italy, the label harnesses the history and craftsmanship within the country yet offers a global perspective in terms of design and trends,” said the brand.


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