Moschino continues its repositioning strategy, in particular through the restructuring of the offer, greater production control and a new store concept, just presented in Milan.
The Italian fashion house has set up its new flagship store in the heart of the luxury quadrilateral, in Via della Spiga 26, completely renovating the more chic and minimalist style.
Enough with the pop and ironic décor, loaded with fun furniture and XXL accessories, which until now characterised its boutiques. The new address highlights a more minimalist and sophisticated style, as well as luxurious materials such as the different marbles used for the giant square floor, the golden yellow lacquered wood for the shelves and the matt copper for the coat hangers.
The main brand of the Aeffe group has chosen to close its two Milanese shops in Via Senato and Piazza Gae Aulenti to focus on this most prestigious location and in a unique place. The store is part of the large Spiga 26 redevelopment project by real estate developer Hines. It is a huge building, which also houses the boutiques of Sergio Rossi, Borsalino, Drumohr, in addition to the new Kering headquarters in Italy.
