The First Fashion Brand P448 Milan Store Opens
Architects of fashion Piuarch have been chosen by sneaker brand P448 to design its very first store in Milan.
After 20 years of experience working with the best luxury brands of all times, Piuarch is now putting its expertise at the services of P448 – with the aim of creating an innovative retail project that will set the tone for this innovative fashion brand.
The New P448 Store…
The first Milan P448 store is to be opened in the heart of the Brera District which aims to celebrate all that this enticing sneaker brand has to offer. The 100% Made in Italy brand’s store hosts collections for men and women as well as accessories.
In conceiving this project, Piuarch strived to foster the true identity of the brand, creating an innovative and unconventional store, developed with attention to detail and with the use of only quality materials.
Five window displays with a surface of over 80 sqm cover the corners between the prestigious via Ponte Vetero and via Cusani. The design of the boutique was a result of the collaboration between the world-renowned Italian Architecture Studio Piuarch and the P448 creative team- Marco Samorè and Andrea Curti.
Blue sets the stage here. It is the common thread that enlightens the store at night, so that it appears as a bright blue object interacting with the urban context, getting out of the traditional store concept, conferring new meanings and functions to the space.
The interior design brings out the nature of the products by creating an urban environment, which connects diverse aspects of P448, unconventional and yet sophisticated, following the free spirited inner soul of the brand.
The urban and industrial identity is predominant in the entrance, with neon art and a double-coloured playground floor that welcomes people, evoking the street and urban context as well as the main materials used in producing shoes – rubber.
This multitude of materials and textures creates diverse wefts and patterns of the surfaces that highlight the product contours while keeping a plain and straightforward linearity.
A mix and match of raw materials such as metal mesh and aluminum, are counterposed to iridescent films and shimmering textiles, as well as a statuesque blue marble, creating a unique contrast with the eclecticism and modernity of the shoes. This contrast also reflects the experimental usage of materials of the brand.
Frosted glass and ultra dark blue lacquering are used together with the natural light to lend transparency and a looking glass effect, further enhanced by a blue-coloured-mirrored multi-functional room that fully expresses the strong identity of the brand at first sight.
The overall look is edgy and modern and we love the use of electric blue to highlight the contrasts and intensity of this urban brand.
Discover more at Piuarch.