Italian fashion label MSGM opens a second monobrand store in London, after its Milan flagship

The MSGM London flagship store’s interior design was developed in a collaboration between Milanese architecture studio ML Architettura and the label’s Creative Director Massimo Giorgetti.

“I spent a long time examining the surfaces and raw materials, I was especially struck by the metal marks left by previous renovations, and from these details I developed the rest of the interior décor,” said Giorgetti.

The interior combines existing features, contemporary materials and installations by plant artist Satoshi Kawamoto.

The ceiling and girders are concrete, well worn by the passage of time, while the wall panelling alternates between raw Aquaroc boards and insulating aluminium or steel panels. The Venetian tile floor adds an Italian touch to the décor, as does the Italian-designed contemporary furniture.

There is a futuristic flair to the space, which features walls lined with semi-reflective insulating aluminium and mirrored steel. The women’s ground floor and men’s basement space are connected by a lift surrounded by dehydrated maintenance-free plants.

Giorgetti’s collections are made up of contrasts, like a flourish of romanticism amongst streetwear silhouettes, or elegance within raw urbanity. Downstairs, the sleek terrazzo flooring is juxaposted against unfinished Aquaroc walls, which are stamped with the date of the store’s opening.

The two-level, 185 square-meter shop is located at 278 Brompton Cross.