Moschino opened a store in a restored 18th-century palace

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    Moschino opened a store in a restored 18th-century palace

    Pertusati Palace covers an area of ​​13 thousand square meters, three thousand of which are reserved for boutiques.

    Moschino has opened a new flagship store in Milan, located in the Spiga 26 complex. The project was spearheaded by the world's leading real estate company Hines, which restored the 18th century Pertusati Palace into a new trendy shopping mall. The two-story boutique was designed by Italian architect Andrea Tognon and his studio. WWD writes about it.

    “We wanted to hint that the brand is taking a new direction,” said Moschino CEO Stefano Secchi. According to him, the authors of the project decided to mix the ascetic vision of Tognon and the pop aesthetic of another architect who also worked on the project, Jeremy Scott.

    “Scott tried to preserve the history of the brand. For example, the tables in the store are a new interpretation of the tables once invented by the founder of the house, Franco Moschino. Combining graphic lines and baroque elements, the impeccable design concept is intended to signal a more complex positioning of the brand, which wanted to show a new direction in which it is moving. brand,” said Stefano Secchi.

    Moschino opened a store in a restored 18th century palace

    Moschino opened a store in a restored palace XVIII century

    Moschino opened a store in a restored 18th century palace

    Moschino opened a store in a restored palace of the 18th century

    The CEO added that the company intends to focus on more sophisticated ready-to-wear clothing, interpreted in a modern way.

    “So we wanted to have a store that could to declare this repositioning and more complex content… This is a repositioning that affects all aspects, collections, communication and so on. But, of course, the visual part is important, as it is the most immediate,” said Secchi.

    The restored Pertusati Palace covers an area of ​​13,000 square meters. Three thousand of them are reserved for shops. Spiga 26 sales areas are located on 3 levels. The area is rented by luxury boutiques.

    Focus previously wrote that Chinese students in Toronto and Paris are protesting against the Dior brand. The fashion house is accused of cultural appropriation due to the fact that the skirt from the autumn 2022 collection resembles traditional Chinese clothes.

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