27 Feb 2020 • Retail
After shop hours, this fashion retail space turns into a mixology bar
Concept store Slowear18 leads a double life. By day, the Milan shop is a purveyor of men’s and women’s fashion, complete with a café offer and exclusive Franciacorta bar. But by night – specifically, after the clock strikes seven – Slowear18 turns into a hip aperitivo-inspired mixology bar and cicchetteria. Italian studio Visual Display designed an integrated interior with transforming fixtures to make the functional duality possible.
Milan’s Slowear18 is the first location from the sub-brand, but parent company Slowear Venezia is a multi-brand men’s retailer with 30-plus stores in international capital cities. The coming-together of garment sales and hospitality that defines Slowear18 is the company’s take on experiential retail: it’s a merging of ‘product innovation, clothing and customer services,’ says a spokesperson.
Past the façade’s three archways stands the ‘theatre machine’ front and centre. Visible inside and out of the store, the fixture is a product exhibit system that becomes a display case and bar counter during the evening. It draws a passersby in to experience the rest of the space, which highlights the essential spirit of the ‘classic Milano building’ with a modern flair. Visual Display incorporated archetypal shapes and technical materials that play up the contrast between natural and synthetic while also creating a dialogue between colour, transparencies and reflections. Complementing the dominant green resin surfaces are walls that shift from a warm white to a grey, see-through turquoise fixtures and ultramarine blue curtains.
Grabbing a Campari spritz after-hours, one can see the shop interior reflected back at them in the turquoise mirrors that support the brass-lined bar counter’s display window.