Love Moschino opens its first flagship store in Milan, at Corso Venezia 2, inside a 2,152 square-foot space housing the Love Moschino Donna and Love Moschino Uomo clothing, accessories and footwear collections.
In addition to launching the new store concept, the Milan opening takes on special significance for introducing the symbol wanted by Creative Director Jeremy Scott: a graphic element that combines and superimposes the M monogram of Moschino with the heart shape, an ever-present iconographic motif of the brand.
Opened with the new additions for Spring 2014, the store’s different display areas move between essential lines and a pop spirit, where precise proportions meet innovative materials and vibrant colors, creating an original and engaging atmosphere.
The furnishings, of an industrial origin, include iron shelving with visible welds and movable racks, built with the original wheels of the equipment used in metropolitan construction sites. The interior is dominated by a high central pillar sheathed in an interchangeable decorative cover and by a maxi LED wall at the back, which transmits abstract graphics of moving hearts and lettering, playing with a mix of pixelated and colored lights. Finally, the wall next to the large window looking onto the street is enhanced by back-lit cubic cuts, for aesthetic as well as functional value; here, display elements will be adjusted in a continually varied and flexible way, with a special focus on seasonal highlights.