Concept Store in Milan: where should you go?
Even if you are not entirely interested in fashion, everyone knows there is a strong link between Milan, fashion and design. You can feel this special world everywhere in this city. It’s not only about the famous street “Via Montenapoleone”, where you can find all the luxury boutiques. Let’s take a view of these concept stores you should visit.
By Alexia Ribes, Colombe Bacquart, Paul Fourmond.
10 Corso Como. (MM Garibaldi)
Famous for its creativity in terms of design and fashion, it was created in 1990 by Carla Sozzani, sister of the Vogue director. This lady is devoted to art, design, fashion and photography.
We can describe 10 corso como as a small world, as it said in the article of Flawlessmilano “A wonderful micro-world”.
The store is very spectacular, effectively according to Flawless milano it is “Extremely different from the current structure, today the building has become a real space to explore. The idea is to offer the best from A to Z, combining products and emotions and teasing the mind through every sense.”
No shop’s window in the street, you have to know where you go.
Firstly you’ll go to a café with a natural atmosphere. The site of CorsoComo explain that “ the garden café is surrounded by a conservatory of lush perennial plants and seasonal flowers.”
While you are having your Italian coffee, you will see the luxury shop which is the gold standard in term of elegance. Maison Martin Margiela, Balenciaga, Gucci, and other luxury art pieces are ready to buy. The retail store host fashion show during the fashion week, for instance Melampo launched the SS/20 Collection
After taking the stairs, you find a book shop with only books on fashion, art, architecture, food… Some of them are rare. On your right, here we have an exhibition dedicated to Sozzani’s world. Since the opening, over 250 exhibitions have offered an intense variety of contemporary art.
To end your incredible experience, go on the last floor. The rooftop garden provides a stunning view of Milan and the Unicredit tower.
You will become obsessed with this new way of retail, a mix of culture and shop.
Alcantara Store ( MM San Babila) — Via Pietro Verri, 8.
This store is in the Quadrilateral of fashion where you will have an incredible experience. The Alcantara store is a concept store very particular. To be able to access the concept store, you must take an appointment to access to the showroom to admire the luxurious rooms. But for the most curious of you, you can pass the door and the saleswoman will welcome you with a beautiful smile.
The atmosphere of the shop is very clean, design and neat. Once inside, you can discover space on two floors.
On the first floor, luxurious clothes are highlighted. On a tv screen, you can admire fashion shows which show fashion pieces unique in the world that are present in the room.
On the second floor in the basement, we can see unusual objects ranging from a stroller to school supplies, to bike or even steering wheel accompanied by its seat of a race car. Besides, interior decoration such as pouffes, tables, chairs, armchairs or sofa are present. To recall this fashion aspect of the store, in addition to clothing, samples of several textiles with different materials, colors, patterns are hanging on a rank.
The prices of objects are extremely high and remind us that we are in a very luxurious shop, where objects or clothes are unique and intended for a particular clientele. For instance a basic grey stroller costs 3.000€.
This concept store could be imaged as a bubble filled with a mixture of precious, rare, unique and artistic products.
Serendeepity (MM Missori) — Corso di Porta Ticinese, 100.
Nowadays, the tastes in music are rather controversial, by going from classical music to rock, by making a little detour through the deep house, everyone can find his happiness with music. If you like electro music, from trendy clothes to you to decode, We advise you to get lost around Porta Ticinese, more precisely at number 100, you will find there a shop of the most atypical ones named Serendeepity.
Founded in 2009 by Nicola Mazzetti, Serendeepity is a concept store bringing together music, design and art but also fashion. Mazzetti is a fan of musique. Cristian Croce and Nicola Mazzetti are The Barking Dogs since 2006; two DJs with different musical backgrounds with solid experiences gave birth to a unique style of Djing.
In an interview to the online magazine the Vinyl Factory, he describes his little concept store as : “a laboratory, a meeting place, a crossroads of passions, unconventional creativity, a pulsating centre of positive energy which aggregates and wants to be watched and listened to.”
The owner is an expert in electronic music and vinyl, The shop is open all week and you can be charmed by the music played by professionals while strolling between the shelves in search of your favourite vinyl (whether old or new).
One of the features of Serendeepity is that it is a store where you can mainly find vinyl but also a fashion corner directed by Francesca Vituccio, as well as accessories for musical instruments, books, modern art of all kinds, in short, a lot of things to see and try, all this gathered in the same place.
NonostanteMarras ( MM St Agostino) — via Cola di Rienzo 8
Antonio Marras, the fashion designer opened his own store to share his world and inspirations. The store was, years ago, a factory. The whole concept is vintage from A to Z.
People love this designer for his poetic instincts for the romance and drama of fashion. (Sources. “Milan for dummies”, Mauro Morellini, 19/04/2019)
To find this concept store, open your eyes and be curious. Even if the building outside is not stunning, check inside. You’ll be in a fairy tale in a vintage atmosphere.
NonostanteMarras is a concept store where art, nature and fashion would co-exist.
Like it’s said on the site vivimilano, Nonostante is “More than a shop, it’s an exhibition place, an art gallery, a meeting place”
It’s a contrast between the magical collection and the authentic elements of the old factory.
After walking through a fairy courtyard you enter in a boutique in the baroque style.
Indeed, the chandelier hung and the vintage furniture reminds us of a different era than we live in. Opposed to the other concept stores we suggested you, it’s not anymore about modernity and contemporary design.
If you are lucky to visit this shop during the spring, you could enjoy the sweet smell of flowering glycine throughout your visit. Flowers occupy the heart and soul of this boutique. It adds a sensory aspect, which brings you even more emotions. Real cultural space, you discover beautiful paintings, as well as old books as interesting as each other.
Without forgetting the fashion side is in the majority present with creations inspired by vintage which is the store’s print. Hats, bags, dressed, shoes, jewellery, all unique pieces are disposed on ranks or vintage furniture in the rooms.
The best masterpiece to see, and the biggest one : a gorgeous sculpture. Multiples books that have been arranged in wooden drawers. Nonostante Marras is a magical place where you can travel between the past and future.
Check them out for yourself and enjoy Milan. :)
(Other sources. “Milan for dummies”, Mauro Morellini, 19/04/2019; Riffle through Vogue, Elle, Fashion Magazine.)
