A Look Inside SPECTRUM’s Culture-Encompassing Concept Store in Milan
Designed around its “alphabet of deviant visions” blueprint.
Over the past 25 years, SPECTRUM has become a cornerstone in Italy’s underground scene, driving the next moments in culture with its array of streetwear, footwear and graffiti products. Now, the Milan-based retailer welcomes its devoted community of creatives and early style adopters to a new concept store, marking its second retail destination in Milan.
Designed in collaboration with contemporary architecture studio Storage Milan and developed through a generative design approach, the layout of the space is made up of essential volumes and materials, as it seamlessly integrates SPECTRUM’s various products into compartmentalized experiential hubs. As well as offering an immersive shopping experience with surrounding floor-to-ceiling display screens, these subsections can be opened up to host small and large-scale events for cultural initiatives.
To cultivate an inviting atmosphere for its shoppers and local community, the 300 square meter store features an essential aesthetic, seeing the retailer strip back from its emporium-style Felice Casati 29 store. Within the concrete-laden walls, steel monoliths and beams of light under shelving make up a total of three ultra-modern materials in its design features. They come together to compliment SPECTRUM’s utilitarianism offering whilst accentuating its overarching futuristic identity.
In addition to the concept store opening, SPECTRUM releases a new campaign. Directed by Giorgio Di Salvo, “Radiation” plays on Spectrum’s ‘Alphabet of Deviant Visions’ identity. Take a closer look at the editorial video above.
To shop SPECTRUM’s streetwear, sneakers and lifestyle products, head to its website or new concept store in Milan.
SPECTRUM
Via E. De Amicis 23
Milan, Italy
