studio fabio novembre who's who fashion store in milan

‘who’s who milano’ by studio novembre, milano, italyall images courtesy of studio novembre

part of a campaign that will open 22 single brand shops around the world including the four already inaugurated in china, middle east, russiaand most recently milan, the ‘who’s who’ fashion retailer by italian practice studio novembre suggests an experience that attempts to bringthe shopper closer to their true identities with michelangelo-esque motifs setting a rhythm through the interior.  the linear shop features a series of translucent male and female silhouettes that reach out towards each other as one reaches the back of the retailer. a slight taperin the floor plane subtly pushes guests to one side or another towards the products and a waving wall of wrought steel reflecting a distortedsense of one’s self and of reality.

architect fabio novembre explains:

‘only the spark of love can light the flame of creation. we like to say that the name ‘who’s who’ refers to the search for an identity, to the constant leaning towards something that is not the self’

(left) view towards the end(right) view down the linear space

back end of the store, with changing rooms

(left) entrance(right) undulated steel wall reflecting a distorted reality

reaching slihouettes