Inside Sunnei’s Rule-Breaking Milan Flagship Where Retail Meets Cultural Hub.

Sosia sofa by Emanuele Magini for Campeggi takes pride of place at Sunnei’s flagship.

Continuing their partnership from the expansive 72-square-metre carpet used in Sunnei’s FW24 show, rugs created with cc-tapis grace the change rooms.

The space embraces a “non-design” aesthetic where various shades of white create a blank canvas for Sunnei’s vibrant universe.

Left: Sunnei founders Simone Rizzo and Loris Messina worked with visionary architecture studio 2050+ on”a concept store with no concept.”

We’ve been quietly obsessed with Sunnei for years now, watching Milan’s arguably coolest fashion brand evolve with its uncompromising vision. Their latest venture—a 150-square-metre flagship in the Palazzina Sunnei headquarters—proves why this label continues to captivate the design world.

The officially named “Flagship Store-Café-Gallery” initially opened its retail and café components in March, but it wasn’t until mid-April that the brand revealed its hidden 50-square-metre gallery space to the Sunnei community. This final piece completes a curated ecosystem that defies conventional retail logic.

Working with visionary architecture studio 2050+, founders Loris Messina and Simone Rizzo have created what Milan street posters cheekily describe as “a concept store with no concept.” The space embraces a “non-design” aesthetic where various shades of white create a blank canvas for Sunnei’s vibrant universe.

What fascinates us most is how the flagship blurs boundaries between conception and consumption. Housed within their creative headquarters, customers shop just steps away from the designers themselves—have a question about that jacket? The actual designer might pop downstairs to answer it.

Fashion Meets Design: Three Shows That Have Us Inspired This Season.

Some of our favourite fashion moments are when fashion, and design collide and things are no different this season. From Milan to Paris—these shows are already blowing us out of the water with creativity.

The gallery’s inaugural exhibition featured Lithuanian artist Anastasia Sosunova, whose mixed-media works span graphics, sculpture, video and installation. The opening also doubled as the launch event for the latest issue of L’Essenziale Studio, featuring Sosunova on its cover alongside an interview with Sunnei’s founders.

Rather than showy design elements, the space highlights meaningful collaborations—a handcrafted mycelium-insulated sound system by bio-design brand Mycoaudio, rugs created with cc-tapis (continuing their partnership from the expansive 72-square-metre carpet used in Sunnei’s FW24 show), and the Sosia sofa by Emanuele Magini for Campeggi.

Even the café experience received careful curation from industry experts Tommaso Vergano, of the family-run vermouth producer Chinati Vergano, and Anastasia Posca, from Turin’s natural wine bar Isola, offering a meticulously selected range of gastronomic products.

Sunnei’s monthly series of intimate community gatherings, called Momento Sunnei, ensures that this space will remain dynamic, positioning the flagship not just as a retail destination but as Milan’s newest cultural hub, where fashion, design, and community converge in an ever-evolving environment.

Sunnei’s complete “Store-Café-Gallery” experience awaits at Via Privata Pietro Cironi 15 in Milan. For more information, head to sunnei.it.

Interpreting Conviviality: Sunnei and Bloc Studios’ Marble Dining Room Objects.

Playing around with Sunnei's signature take on paradox and contrast, the exclusive collection was set in an enclosed plywood structure designed by Studio Mare.

Sunnei gallery space was the final piece of the puzzle revealed this April, with an inaugural exhibition by Lithuanian artist Anastasia Sosunova.

[Images courtesy of Sunnei.]