This new Italian concept store renders streetwear spatial
Two leaders in the world of Italian luxury retail – Folli Follie and G&B – put their heads together to create One-Off, a men’s and womenswear multi-streetwear-brand store concept that recently rooted itself in Brescia.
Dimorestudio took the reins for One-Off Woman, a five-floor space neighbouring its male counterpart that spatially weaves design references and genres as ardently as streetwear designers and stylists do sartorially. The clients wanted a dynamic space that would never be finished, as to allow periodic changes in set-ups and merchandising.
Aesthetically, Dimorestudio was given an open brief to do as they saw fit with the available 800-sq-m.The result of that freedom is unrestrained juxtaposition between classical and contemporary elements, textures and materials from the third floor pop-up space to the basement.
Through ‘forced combinations of unexpected elements’, each level takes on its own personality...let the images of a point-of-sale covered in blonde wigs, discordant sofa cushions arranged similarly to Roche Bobois’ Mah Jong composition and mannequin legs protruding from a wall do the talking. The success of the project is that these combinations are orchestrated in a way that doesn’t actually feel contrived – against all odds, the mix visually works.
One-Off Woman joins the growing ranks of other engrossing installation-centric retail spaces that brands such as Gentle Monster and Assemble by Réel call home. To thrive in the changing luxury market, it appears companies are getting better at anticipating the needs of their customers by conducting spatial ethnography. Dimorestudio does this by reflecting the streetwear market back at itself with the space, at the delight of the consumer and the advantage of the client.