The Italian fashion label Plan C opened its first flagship store in Milan on Wednesday. In the center of the Lombardy metropolis, the label now offers its prêt-à-porter and accessories collections as well as products selected partner brands such as Aliita and Valerie Objects in Via Manzoni 21.
The two -storey store, which is called “Plan C Frame”, was designed by chief designer Carolina Castiglioni in collaboration with the creative studio April and the Milan Architecture Burea (AB). At the center of the concept are the principles of changeability and flexibility. Modular furnishing elements allow the rooms to change and use for special promotions such as pop-ups, events and exhibitions.
“When we started the design of the new concept, our goal was to create a living space that can easily be redesigned and in which various projects can be brought to life,” explained Carolina Castiglioni, which Plan C founded in 2018, explained in a statement.
“The choice of materials and colors perfectly reflects the brand’s image, but without being self -referential,” says Castiglione. “I think that with Plan C Frame we have the opportunity to question the classic retail concept and to offer another, more fascinating and more exciting shopping experience that not only breastfeeding appetite for clothing and accessories, but also that on art and culture.”
