Moschino Retail Concept in Milan by Andrea Tognon Architecture.

Direct from Milan, Moschino’s latest flagship store is a richly dramatic and opulent experience, spanning two levels across 370 square metres in the heart of the city. Located in the historical Spiga 26 complex, the project creates a harmony between the grandeur of Baroque art and the clarity and fluidity of Minimalism.

Designed by Andrea Tognon Architecture, the team worked directly with Moschino’s creative director Jeremy Scott to develop the refined fit-out. The design is a departure from Scott’s usual playful and irreverent pop art style, mixing graphic shapes with elements of baroque in a new polished and pared-back direction for the brand.

“In an epitome and manifestation of Moschino as a whimsical brand, the flagship store is a starting point of an evolution that sparks in different directions,” Tognon elaborates. “The true treasure of this project lies in the free form, the potential and projection for the future in whichever way it flows.”

Although polished, the store retains Moshino’s tongue-in-cheek opulence. Fronted by three wide panel windows, the ground floor is defined by a geometric floor pattern—at a ludicrous scale—in chequered Botticino marble and dark green stone.

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Lacquered wooden shelves in a fresh pop of yellow contrast with hanging vanity shelves in brushed brass and burgundy marble. Upstairs the dark green stone cheques turn to yellow Sienna Marble—marked by the top of the stairs. Scott and Tognon paid tribute to the legacy brand’s history by reinterpreting column-inspired table designs, initially conceived by Moschino’s founder Franco Moschino, disrupting the visual rhythm of the space.

Known for its over-the-top and campy fashion, the brand’s identity can be felt in the playful sense of scale and contradicting materiality. The interior balances abstract expressionism with post-modern decor and is delineated by clear-cut curves undulating through the space with layered eclecticism.

Summarising the process for us, Tognon elaborates: “Sometimes we start to design from memories, sometimes from form, materials and colours. For this project, I started only from words.”

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[Images courtesy of Andrea Tognon Architecture. Photography by Adriano Mura.]