Type Boutique Location Kerry Center, Shanghai Floor area 180 sqm Year 2021

Missoni inaugurates its new flagship store in Shanghai.
The project has been curated by BBA Studio. Missoni in Shanghai introduces a new store concept conceived by the Milan-based BBA design studio.The architectural concept creates a neutral environment wherein colours and fabrics of the clothing and accessories can stand out, without ever renouncing a certain level of characteristic style and refinement in the use and choice of materials and lighting.The new flagship store already reveals its identity to the public in the storefront design: the iconic zig-zag movement that characterises Missoni fabrics is here cleverly conjured up with colours, vertical metal elements and slashes of light that create dynamic energy, like a surface in movement.
Inside the store lies a succession of walls that gently connect to each other, created partly in metal slats, 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, as a background detail, it is possible to identify the graphic texture of the internationally-famous knitwear which has become the key feature of Missoni style.

Photos by Zhang Yuguang

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