For their first physical store, A Better Mistake collaborated with Will McGrath to conceptualise and design the “Milan Experience” – a pop-up store that defies all retail rules.

Visitors are invited to step inside the “heart of ABM”; a billowing and immersive balloon installation by Penique Productions, wrapping around the multiple, newly-built archways and tunnels that divide the space. Discovery and exploration are key factors of the concept store, resulting in unique experiences for each visitor. 



By opening a space for the public to visit, A Better Mistake offered insight into their luxury collection of garments that are Made in Italy, present their artistic collabs and campaign shots within the hidden exhibition space and introduce their Augmented Reality ABM Cyborgs that greet visitors at the door.