Design: Fabio Ferrillo
Opening date: September 2018
Store size: 270 sq m
Moschino has opened a new flagship store in the heart of Paris on rue Saint-Honoré. Creative director Jeremy Scott wanted to transform the late 18th Century building in pierre de Paris into an exhibit-like space inspired by modern art galleries. The new store concept, which was conceived and curated by architect Fabio Ferrillo in respect of the original essence of the interior, spans 270 sq m divided on two levels between the ground and first floors, which are visually connected through a two-story space and imposing curved staircase that becomes the focus of the architectural perspective.
The street entrance with store window immediately projects the visitor into an emotional experience marked by the natural reflections of the surfaces and a double lighting system, comprising narrow luminous strips inserted in the flooring and by a magnetic modular LED system, designed by the architect and developed with Flos to provide direct lighting throughout the space but also to enhance surfaces indirectly.
Walls with a refined cement finish enclose the Italian terrazzo flooring and house a complex system of translucent resin panels in delicate shades, organised to flexibly and dynamically display removable satin-finish steel shelves, racks and storage elements.
Rose granite and Plexiglass elements and bronze railings give the space a sophisticated and contemporary look. The entirely customised furnishings also include steel display cabinets, coloured resin and cement display consoles, alongside black matelassé leather modular sofas.
From the ground floor, dedicated to accessories, the presentation of the collections continues to the first floor through a spacious display area with ready-to-wear lines.
Next to the balcony overlooking the ground floor is a private lounge with sliding pocket doors, alongside two fitting rooms decorated with luxurious pale blue rugs and adjustable mirrors framed by a narrow strip of light.
The exclusive customer experience in the Moschino gallery store is designed to transport the visitor into an exciting and engaging dimension that accentuates the aesthetic impact of the collection and simultaneously contextualises the brand's artistic spirit, represented by oversized objects like the ones seen in the boutiques of New York and Milan. In the interior of the rue Saint-Honoré store, these unexpected presences are inserted in the space like genuine works of art, evoking the imagery and iconography of the fashion house.
Reproducing the shopping bag or pump, this new version dematerialises them into translucent silhouettes redefined by narrow luminous lines.