Slowear18 Concept Store in Milan by Visual Display Changes from Day to Night.

Interior design and branding concept company, Visual Display, has unveiled a new concept store for Slowear 18 in Milan, Italy. The clothing store does not just include the newest collections for both women and men but is also home to a mixology bar and cafe.

The space’s deep green walls are illuminated both through the day and into the night, its interiors transforming themselves at different timed intervals to support its changing program. Designers explaining, “the main actor in the staging and transformation is the ‘theatre machine’ at the centre of the space. The product exhibit system and chandelier during the day become a display case and counter during the evening.” Clothing articles take the main stage first, customers invited to indulge in a coffee while they browse. However, when the sun disappears and clothing sales ceases, coffee is replaced with cocktails and champagne, the buildings mixed-use function a clever way to expand the possibilities of energetic activation in the space.

The stone arches on the building facade are reflected deep within the store, their soft curve mirrored in the different scaled doorways and windows, which become a sensitive but powerful motif throughout the interior. There is a layering of materiality which focuses itself around cool-tone greens, blues and whites, the interior fit-out including green velvet seating, curving brass details, deep blue curtains and a green resin floor.

The space is light-filled and airy during the day, a wall of turquoise mirrors bouncing sunlight across the store. At night the interior glows, a combination of downlighting and strip lights ensuring any passersby are lured into this experimental and fun space.

Visual Display has created an atmosphere which encapsulates the innovation championed by Slowear 18’, delivering a space which matches the style of products on display.

[Images courtesy of Visual Display. Photography by Alessandro Saletta for DSL Studio.]