Moschino Milan Flagship is Pop Art Dream
Jeremy Scott’s eccentric designer sense comes into play once again with the new flagship store opening in Milan.
Knowing designer Jeremy Scott’s track record with designs both irreverent and ironic, is it any surprise that Moschino’s new Milan flagship would look like something out of a contemporary art exhibition? This new flagship store is a 700 square meter space spread over two stories, and will bring together Moschino and Boutique Moschino collections. One floor will be dedicated to their Couture line – but also featured is the brand’s ready-to-wear, accessories, textiles, beach wear, jewelry and fragrances, as well as menswear and a ‘Baby Kid & Teen’ selection.
As per the art gallery-esque style, the dominant hue of the Moschino flagship is white. Oversized installations of Moschino products are strewn throughout – shoes, suits, and their iconic teddy bear. Shopping bags are transformed into oversized shelving units that contain signature accessories while the fitting room itself is a giant white Moschino biker bag with a zipper opening for an entrance. The look draws similar cues from their New York store, which has the same oversized objects.
This opening marks Scott’s third sales point in the Italian fashion capital, joining the Moschino store which opened last year in Porta Nuova and the Love Moschino store on Corso Venezia. It is wild, stylish, and eccentric – and it is everything we’ve come to love and expect from them.