Italian fashion house MSGM has opened its first London flagship.
The new store is located at 278 Brompton Cross in South Kensington and spans across two floors, covering roughly 1,991 square feet. The space, which was conceived and designed by founder Massimo Giorgetti in collaboration with ML Architecture, features bare cement ceilings paired with exposed beams, which are balanced with flooring and fixtures made from Venetian terrazzo, paying homage to the brand’s Italian roots. The walls are lined with semi-reflective insulating aluminum and mirrored steel and further add to the space’s overall modern feel. Vibrant seating by studio BBPR for Artflex and Osvaldo Borsani for Tecno is dispersed throughout the two floors and adds to the futuristic feel.
MSGM, which was launched in 2009, now boasts a global store count of over 30 with the addition of its London store.
“From the first visit to the new space, where only the supporting structures and technical systems were present, I immediately perceived that the design of the new MSGM concept was already contained in the location itself,” said Giorgetti. “It was enough to discover it!”
Location 278 Brompton Cross London, SW7 2NN
WHERE FASHION GETS CREATIVE
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