BOYY unveils its FOS-designed flagship store in milan

step inside the new BOyY flagship store in milan

Founded in NYC in 2006 by partners Jesse Dorsey and Wannasiri Kongman, BOYY is an accessories brand now headquartered in Bangkok and Milan. Just recently, the duo opened its flagship store in the Milanese city, designed by Danish artist FOS (aka Thomas Poulsen). Located in Via Bagutta 9, the BOYY shop adopts a very simple yet innovative notion: to create a distinct and flexible space that would adapt to the brand as it evolves and matures over time — reflecting the changes as they happen for visitors to take it in and appreciate.

Stepping inside the flagship store, it becomes clear that the aesthetic is anything but ‘polished’. Terrazzo tiles take over the floors while a series of stone-like gray cabinets and display stands complement the tiling texture — echoing its composite quality. In some corners, glazed boxes frame fashion items against a green-colored exposed wall. Completing this ‘rough’ interior look is a half-ruined column fitted with a display surface that recalls the color and texture of the cabinet series.

all images courtesy BOYY

a flexible and rough-textured retail space designed by fos

This industrial-inspired backdrop of the flagship store is enlivened by BOYY’s vibrant pieces (see more here), namely camel-colored leather purses, sky-blue work bags, and bright green shoes. Beyond the displayed goods, the team also installed rectangular electric-blue display boxes and an emerald-green seating piece, among other accent features.

BOYY’s initial space, launched in September 2021, was intended to be just the start, the first rendition of an ambitious project with three developmental stages. During that time, FOS has been progressively imbuing it with an increasing sense of permanence. ‘The way I’ve been thinking about it, it’s almost like a living organism that grows and metamorphoses in real-time. We always envisioned the third rendition as the final act,’ says Jesse Dorsey, co-founder of BOYY.

BOYY flagship store now opens in Milan