Baroque art and minimalism by Andrea Tognon Architecture.
The new Moschino flagship store in Milan is located inside the historic building at Via della Spiga 26 and offers a two-level scenographic experience for a total area of 370 square meters.
The interior design combines the grandeur of Baroque art with the clarity and fluidity of minimalism. The interior design was created by the Andrea Tognon Architecture studio in collaboration with the creative director of Moschino, Jeremy Scott.
The style chosen for the boutique is detached from the iconic pop, playful and irreverent imprint of the fashion house, mixing graphic shapes with baroque elements to make way for a new, more ‘essential’ creative direction for Moschino.
According to Tognon, the boutique represents a starting point for the evolution of the Moschino brand in various directions.
“The true value of this project lies in its free form, the potential it offers and the projection it can have for the future, regardless of the direction it takes,” explains Tognon.
Despite the grandeur of the flagship store, the ironic opulence typical of Moschino is still present. The facade, made up of three large windows, has a geometric pattern in checkered Botticino marble and large dark green stone.