Patagonia granite and wooden logs decorate Off-White’s first store in Milan

Off-White's Milan store on Via Verri

Fashion brand Off-White‘s first store in Milan uses natural materials to add warmth to a paired-back store that has white walls broken by Patagonia granite cabinets.

Located on Via Verri in Milan, the 400-square-metre Off-White store opened in September and will sell menswear, womenswear and homeware. According to the brand, which is led by fashion designer Virgil Abloh, the boutique “embraces earthy yet elegant minimalism”.

Off-White's Milan store on Via Verri
Top: a wooden log adds an organic feel to the entrance. Above: wall niches are clad in Patagonia granite

Organic materials were used across the store, with a “fallen” tree log placed near the store’s entrance and granite cabinets used to display products.

The theme is carried through into the second room ground floor room, where wooden plinths were used to create an installation to showcase Off-White accessories and shoes.

Womenswear section in the store
Wooden plinths show Off-White accessories

Throughout the groundfloor womenswear section, travertine flooring is partly covered by rose-coloured rugs featuring the brand’s logo.

Display cases were kept simple and modernist in polished steel and glass, but the brand chose wall niches clad in Patagonia granite to add interest to the clean walls and underline the organic feel of the space.

Menswear section in Off-White's Milan store on Via Verri
The menswear floor features green hues

The upstairs floor houses the menswear section, which has a different colour palette to differentiate it from the womenswear section.

Floor rugs are evergreen instead of rose and a pale green hue is picked up in the wall niches.

Green rug in the stores menswear section
Wooden blocks are used for seating

Wooden and marble blocks and granite plinths show off the brand’s accessories, while the men’s ready-to-wear is displayed on steel racks.

The final room in the store, which houses Off-White’s homeware collection, features silk wallpaper and travertine flooring as well as wooden display stands and wall niches.

The store's homeward section
The homeware section has simple wood display cases and stands

Though this is the brand’s first store in the city, Off-White’s design studio is already based in Milan.

“With a design studio based in Milan, Italy, the label harnesses the history and craftsmanship within the country yet offers a global perspective in terms of design and trends,” said the brand.

Via Verri in Milan
Off-White Milan is on Via Verri

Off-White also recently unveiled its first Miami store, a flexible flagship that “can host a runway show”.  In addition, Off-White opened the doors to its first stand-alone store in London in September.

Abloh, who was a judge for the 2019 Dezeen Awards, works on numerous projects outside Off-White and recently teamed up with Mercedes Benz to create a conceptual version of the Mercedes‑Benz G‑Class car.

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