Moschino unveils brand-new retail concept at the opening of second Paris store

By

Dominique Muret

Translated by
Nicola Mira

Published
Sep 13, 2018

While the November 8 launch of the Moschino x H&M collection is eagerly awaited, the Italian fashion label has unveiled its brand-new retail concept in Paris, where it opened a second store at 255 rue Saint-Honoré. The new Moschino shop is close to the Costes hotel, next to Chloé and opposite the Coach flagship store.

The 270-square-metre premises, inside a typical 18th century Parisian building, extend on two floors, with the ground floor reserved to accessories and the first floor dedicated to ready-to-wear collections. The interior design is elegant and minimalistic, with an abundance of pink granite, Plexiglas and mirrors, featuring steel and black leather furniture.

While the label's Milan store, with its plethora of oversize accessories, reflects the quirky aesthetic of Moschino's creative director Jeremy Scott, the new Paris shop features only the occasional iconic object in XXL size, like the giant illuminated handbag at the entrance.

The interiors, designed by architect Fabio Ferrillo, are conceived to highlight the label's collections and, above all, to enable the store to change its look as Moschino launches new initiatives. The innovative modular furniture introduces the style of a new generation of Moschino stores.

It relies notably on “a modular system of translucent resin panels in delicate hues, designed to set out the removable brushed steel shelves in a flexible, dynamic manner, as well as the closets and the other furniture,” wrote the label owned by Italian fashion group Aeffe in a press release.

Moschino has chosen its new store in Paris, where it also operates another shop, at 54 rue du Faubourg-Saint-Honoré, to test the new interiors concept, before extending it to its entire retail network of some 153 stores.

Moschino accounts for 71% of the Aeffe group’s total sales, and in the first half of 2018 it recorded a revenue of €122.3 million, equivalent to a 17.5% growth at constant exchange rates.