dimorestudio's sophisticated mix between market and showroom for excelsior milano

dimorestudio has created the new interiors for multi-brand boutique excelsior milano, developed as a stylistic evolution of the existing structure designed in 2011 by jean nouvel. the building’s original frame has been left deliberately unaltered to highlight the contrast with the new concept, which comprises a combination of eclectic elements between luxurious and industrial aesthetics.

photos by paola pansini

for each of the five floors, dimorestudio has crafted a unique ambience using different geometric structures and specially designed carpet flooring. silver painting, scaffolding pipes, white neon lighting and the signature patterned carpets compose a sophisticated mix between market and showroom, while numbered seating on the large stairs of the women’s floor adds a feeling of being in a sports field.

curated by italian brand sugar, excelsior milano presents a different and innovative image of a pop up store, representing the prologue of new initiatives that will come in the future. at the end of this season, the boutique will leave its current location at galleria del corso, milano, but will continue with new projects in milan and beyond.