For the 2019 Fashion Week the RRLab agency, created by Roberto Castelluzzo and Ruth Read, launches 5WAY, a pop-up concept store that will exhibit the creations of emerging international designers.
The fact that international Fashion Weeks are increasingly an opportunity for research and purchase, not only for buyers, but also for customers, is now a fact, as demonstrated by the pop-up shops that accompany some fashion shows from New York to Shanghai.
This is a real revolution that does not only concern the big brands, but also independent brands. And it is precisely following this trail that 5WAY opens its pop-up concept store from 13 to 22 September 2019.
Located between via Torino and the Cinque Vie, the new concept store will be distributed on over 200sqm, 2 floors and 14 shop windows on the street, which for 10 days will connect the research and experimentation of 50 independent designers, with the public of the Milan Fashion Week.
Australia, Asia, Europe, South America and North America are the countries of origin of the brands carefully selected according to criteria of contemporaneity, innovation and sustainability, which on the occasion of the Fashion Week will arrive in Milan not on the runways but in a concept store.
In addition to selling, 5WAY promotes a rich calendar of workshops, events and moments of relax in a free-entrance way, where the customers will have the opportunity to personally meet the designers and interact with their products.
Among the confirmed international names: promising New York-based ethical fashion designer Corban Harper, the promising young Danish Nicoline Hansen known for her latex natural rubber creations and the Australian designer Chloe Mottau already famous on the Sydney catwalks. There are also representatives of Italy, such as the Alcoolique brand by Rocco Adriano Galluccio that interprets the Neapolitan tailoring tradition in a modern key.
Not just young brands, but there will also be important retail players such as Aequem sustainable fashion e-commerce and the innovative Berlin collective AA Collected which brings together 13 local designers.
To complete the shopping experience there will also be a pop-up bar in partnership with the Italian craft beer Vetra Birre and an area dedicated to relax and shiatsu massages created in collaboration with the Holis Factory team. The furnishings of the store will also house some cardboard furniture of the eco-compatible design brand Sekkei, in line with the attention to the sustainability of the entire project.
