MSGM
NEW FLAGSHIP STORE
LONDON
The MSGM flagship store is at 278 Brompton Cross
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LONDON! LONDON! LONDON! here to celebrate the opening of #MSGM’s first store in town. starting from a new concept developed by Creative Director @MassimoGiorgetti, the space preserves surfaces, raw materials and technical installations from previous processes, combined w/ typical Italian elements, such as Venetian terrazzo flooring in very-MSGM primary colors and iconic Italian furniture designed by Borsani and Studio BBPR 🇬🇧🇮🇹 follow @msgm stories for more #MSGMLondon #MassimoGiorgetti

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MSGM announce the opening of its first boutique in London, its second in Europe after Milan. The flagship store is at 278 Brompton Cross, one of the newest shopping hot spots in London, and it covers an area of over 120 square meters. The new MSGM space is an important step forward in the development of its worldwide retail expansion and reveals a new concept conceived by Creative Director Massimo Giorgetti realized with the support of ML Architettura. “From the first time I saw the new space, which only had its walls and technical installations, I immediately realized that the new MSGM concept project was already there on site…and I just had to discover it! I spent a lot of time studying the surfaces and raw materials. I was particularly struck by traces of metal from previous processes: I started out from these details and then chose all the other elements," said Massimo Giorgetti, MSGM Creative Director. The project combines existing elements of the space with contemporary materials and green installations. Everything begins with the location, an imperfect space on two levels with ceilings and cement beams scored by time. The unfinished Aquaroc walls maintain their original color without the classic polished finish and preserve MSGM – LONDON with date and time of implementing production information as decorative elements, alternating with walls covered in insulating aluminum and semi-reflective, iridescent super mirror steel that draw the attention to MSGM collections. A typical Italian element is the Venetian terrazzo flooring in primary colors. Metal structures support the garments, while display units for accessories are in the same floor materials, with colorful illuminated inserts and the essential fluorescent yellow stripe that is a hallmark of the brand. The furniture, fundamental for Massimo Giorgetti's aesthetic, pays homage to Italian design, from the D 70 sofas created for Tecno by OsvaldoBorsani to the Elettra chairs by Studio B.B.P.R. for Arflex. The green installations in the boutique are inspired by the maintenance-free concept that distinguishes the entire setting and were designed by Plant Artist Satoshi Kawamoto using only dehydrated plants. Currently MSGM mono brand stores are 31 worldwide, among which Milano, Hong Kong, Singapore, Tokyo, Osaka, Beijing, Shanghai, Seoul, Busan and Macao.
MSGM CD Massimo Giorgetti with Roberta Benaglia
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#MSGMLondon 🇬🇧 the vibe, yesterday night: guests attending the opening of MSGM’s new store, 278 Brompton Road #MSGM #MassimoGiorgetti

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LONDON! LONDON! LONDON! here to celebrate the opening of #MSGM’s first store in town. starting from a new concept developed by Creative Director @MassimoGiorgetti, the space is framed by walls in unfinished Aquaroc w/ the ‘MSGM LONDON’ signature and their implementing information as an industrial-inspired decorative element, or covered in insulating aluminum and super mirror steel 🇬🇧🇮🇹 follow @msgm stories for more #MSGMLondon #MassimoGiorgetti

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