At 278 Brompton Cross, the 120 square meters designed by creative director Massimo Giorgetti with the support of the Milan-based ML Architettura studio, is a decisive milestone for the expansion of MSGM.
London joins the list of the current 31 single-brand stores all over the world, including Milan, Tokyo, Hong Kong, Seoul, Macao, etc.
A new concept that combines past and contemporary elements, such as cement in ceilings and rough walls, will remain of its original color, alternating with walls in aluminum and iridescent steel.
Iron structures to support the garments while the display stands for accessories are always backlit and with the yellow-fluo line typical of MSGM.
Within the green installations, with the use of dehydrated plants, they have been designed by Plant Artist Satoshi Kawamoto.
MSGM London store opening
“From the first visit to the new space, where only the supporting structures and technical systems were present, I immediately perceived that the design of the new MSGM concept was already contained in the location itself … it was enough to discover it! I spent a lot of time studying the surfaces and the raw materials, I was particularly impressed by the signs of the metals of previous workings … and from these details I started to decline all the other elements.” declares Massimo Giorgetti, Creative Director of MSGM
MSGM London store opening
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