The first Frankie Morello flagship store was inaugurated in 3, Corso Matteotti in Milan on 26th February 2009.
“We wanted a shop that would be for the city of Milan and all those who live there”, declare Maurizio Modica and Pierfrancesco Gigliotti, the soul of the Frankie Morello brand. “We like the idea of having created a place that is not merely a container for objects, but also a recipient for emotions that could also be a location for happenings and exhibitions. We designed the space so it would be of use to those who live in the city, and not merely for those who come to Milan or the city-centre just to go shopping”.
The design, drawn up in collaboration with BPM Studio, covers an area of 200 square metres and is a container for 2800 furnishings that create “8 inhabitable trunks”, a conceptual reference to the works of Jorge de Oteiza. Macroscopic movable containers of garments, that take their inspiration from large travel trunks and which occupy almost all the space, becoming spaces in which one can walk and which, being movable, make it possible to change the shop according to the season and event. The distribution of these elements is ironically given over to a reference to the “15-puzzle”: an empty space makes it possible to swap the numbers around, constantly changing the order of the tiles. And the layout and itineraries in the shop are changed in like manner: the “trunks” are moved and so create different volumes, making the shop flexible and creating spaces for installations and vernissages. Within, the trunks are panelled in oak, decorated with a patter triage revealing the veining of the wood. On the outside, the same spaces are lined in fabric with enormous red stitching. This fabric can be changed to adapt to seasons and collections.
“We find the idea fun that we can “dress” a boutique selling clothing. It’s from this concept that came the idea of changing the upholstery on the furniture when we liked.”
The colours of all the elements are neutral in tone: sand, dove-grey, warm grey, apart from the oversize red stitching that accompanies the visitor through the shop. The floor is cement with oak strips as decorative elements. The lighting has been studied in collaboration with Erco, selecting lights offering a general, natural lighting so as to highlight the real colours of the fabrics. The only design element within the boutique is the Deer chair, made by Moroso and comprising 3 modules in various geometric forms that can be grouped together in variable islands. The opening of the first flagship store marks an important step in the consolidation of Frankie Morello’s growth, and the starting point in a retail project comprising the opening of 10 boutiques over the next few years, the most imminent of which are in Dubai, Moscow and Paris.