Luxury fashion brand Tod’s refers to its new Curiosity-designed Tod’s Studios location in Milan as its ‘third-generation boutique’.

Key features
According to the retailer, the nearly 1,000-sq-m Via Montenapoleone address is inspired by film studios and their ‘constant change of narrative and scenery.’ Curiosity thus conceived the space as a bright gallery-like environment, which can be periodically modified to suit new collections and their themes. The interior encompasses a series of backlit framed display units for merchandising. Open to a variety of products, the main studio area incorporates a gridded ceiling system that integrates the lighting and modular element; in the room dedicated to men’s shoes, stone pillars rise up to a vaulted ceiling. It’s a largely neutral-tone space with the exception of vibrant yellow leather seating which appears throughout.

Frame’s take
The designers aimed to create a brand store that gets ‘closer to the interactivity of the digital world’, but that isn’t apparent in execution. It’s an interior that certainly captures Tod’s renown for craftsmanship and its Italian roots. Though, in a time of vastly changed shopping behaviours thanks to the pandemic, will that be enough to bring clients in (and keep them engaged)? It’s worth keeping an eye on this space to see if Tod’s will eventually take advantage of the interior’s flexibility to bring in more tech-driven programming.