September is the month of the rebirth for shops and stores and expecially in hard periods like these lot of brands catch the chance to recover their flagship. Milan reflects perfectly this trend: lots of stores are ready to reopen during the fashion week (I’m personally involved in this process) and many new flagship store are arriving (we will soon see Michael Kors with his double boutiques). One of the most significative opening is the shop of MSGM, on the corner between via Ponte Vetero and via Sacchi. I really love this new emerging Brand and I think it will have a great success. But, and there’s a but, I don’t like the flagship store realized by CLS architects. I don’t want to be misunderstood but except for the cash area, the space is quite anonimous (in extreme opposition with the Brand’s character). The space is too bright, walls are white (the only interesting elements are the black lines that mark corner and sides, generating a sort of geometric drawing) and flooring trite. Freestanding elements are the same of MaxMara concept and the exposing elements are realized with simple tubolars (as we can see in every shop in north Europe). I’d have loved something stronger by this brand which seems to be at the forefront of fashion, but not of architecture.
MSGM flagship in Milan