Missoni Enters China With First Flagship in Shanghai


New Missoni Store Features Dynamic Architecture Incorporating Sustainable Materials

Missoni has debuted its new flagship store in Shanghai, China. The project has been curated by BBA Studio, a design company founded in Milan by architects Barbara Ballabio and Andrea Burgio.

Located in the Kerry Center, in the district of Jing’an in Shanghai, the new Missoni store covers a floorspace of 180 m2, and immediately reveals its identity to the public in the storefront design: the iconic zig-zag movement that characterizes Missoni fabrics is cleverly conjured up through a unique combination of colors, with vertical metal elements and slashes of light that create dynamic energy, like a surface in movement.

Inside the store lies a succession of walls gently connect to each other, created partly with metal slats, and partly with compressed cellulose with the aim of creating a single continuous space across which the customer’s eye can slide without any obstacle. Around the entire perimeter, used as a background detail, the graphic texture of the internationally-famous knitwear is present which has become the key feature of Missoni style.

The zig-zag pattern is identifiable via 3D-style cladding, created by artisans, where deviances in thickness are emphasized by the lighting.

The architectural concept is to create a neutral environment wherein colors and fabrics of the clothing and accessories can stand out, without ever renouncing the characteristic style and refinement of material choices and lighting.

Within an extremely condensed project, the new architectural concept speaks volumes about the world of Missoni, highlighting the product without overwhelming it. Finally, the reinterpretation of the famous motif is presented as a fil rouge to unite all the elements, in a smooth transition between exterior and interior.

Much attention has been paid to the use of sustainable materials, in accordance with the brand principles. In particular, eco-friendly products with a circular life cycle have been used, to respond to the ever important necessity of a green economy.

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