161215 – New Store – Porto Nuova, Milan

The new Milan store by architects Fortebis. I can understand what the architects were trying to achieve here where the store is inspired by the collections, multi-layered, checks on stripes, mixed materials. The shelving units do this well but the store ends up quite busy. The main difficulty in designing a Westwood store is that it becomes retail. There is a dilemma between professionalism and theatricality. I would be bias towards Westwood stores stepping away from conventional retail and moving towards electronic theatrical event spaces. Simultaneous stages across the globe where performance and performers meet and are recorded. Each space a new vignette that could be layered upon the last building a space similar to the sets of a Greenaway film. I have no idea how this would work with sales but what a wonderful experiment to mix film, event and space.