Italian label MSGM opens first monobrand store in London

Italian fashion label MSGM has chosen London to open a second monobrand store in Europe, after its Milan flagship. The two-level, 185 sq m shop is located at 278 Brompton Cross.


MSGM’s newly opened London store

The London store’s interior design was developed in a collaboration between Milanese architecture studio ML Architettura and the label’s Creative Director Massimo Giorgetti. “I spent a long time examining the surfaces and raw materials, I was especially struck by the metal marks left by previous renovations, and from these details I developed the rest of the interior décor,” said Giorgetti.
 
The interior combines existing features, contemporary materials and installations by plant artist Satoshi Kawamoto.
 
The ceiling and girders are concrete, well worn by the passage of time, while the wall panelling alternates between raw Aquaroc boards and insulating aluminium or steel panels. The Venetian tile floor adds an Italian touch to the décor, as does the Italian-designed contemporary furniture.


Inside MSGM's London store
 
MSGM currently operates 31 monobrand stores in major world cities, among them Hong Kong, Singapore, Tokyo, Osaka, Beijing, Shanghai, Seoul, Busan and Macao.
 
The contemporary luxury label was founded by Giorgetti in 2009. In 2017, its global revenue reached approximately €50 million, and the target for 2018 is to top the €60 million mark.

Translated by Nicola Mira

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