Moschino has just opened its new flagship store on Via Sant’Andrea in Milan, a symbol of a new complete and highly engaging shopping experience.
The two-floor, 700-sq.meter-store offers the Moschino and Boutique Moschino collections together, ranging from ready-to-wear to accessories, textiles to beach wear and jewelry to fragrances and eyewear. Its ground floor is dedicated entirely to the Couture line, while the upper floor presents the men's collection, Boutique Moschino and the Baby Kid & Teen selection. The new flagship store is the brand's third and most important point of sales in the Italian fashion capital, adding up to the Moschino store which opened last year in Porta Nuova and the Love Moschino store on Corso Venezia.
The store’s interiors reflect the ironic and visionary concept of the brand’s creative director Jeremy Scott combining the brand’s contemporary pop aesthetic and spirit with the idea of a functional display space. The store has a clean minimal aesthetic characterized by white floors and walls juxtaposed with oversized Moschino logos in giant 3D forms. Shopping bags are transformed into oversized shelving units that contain signature accessories. The fitting room area, on the ground floor, is a giant white Moschino biker bag with a zipper opening that allows customers to enter. Another oversized biker bag dominates the window looking onto the street, while giant pumps with shelving and cushioned seats are used to display footwear.
Extra-large chrome hangers ironically serve as clothing racks for actual sized hangers of the coveted Moschino ready-to-wear pieces. Two 3.5 meter-tall female mannequins complete the windows and serve as centerpieces in the gallery-like space, wearing the most recent collection.
On the upper floor, next to the Men's collection and Boutique Moschino line, Jeremy Scott created an enormous toy chest in the shape of a teddy bear covered with soft fur dedicated to the Baby Kid & Teen collections in-keeping with the brand’s fun and joyful spirit.