Milan, a Place for Shopping Aficionados
My apologies but I abandoned this space for a couple of weeks due to the fact that I was in Milan for work. But I have come back richer from the experience. Or I should say poorer from the shopping!
Not only was it great fun to work with an Italian-Brasilian-German-Russian-British team, but Milan is also a shopper’s paradise. Although time for shopping was very limited, I was able to discover three stores that were really inspiring and exciting for me (though these stores already exist in other cities across the world, they were new for me).
Ferrari Store: I’m neither a Formula One fan nor a Ferrari fanatic, but I admire the culture enough to walk into the store. As a tribute to the history and spirit of Ferrari, true fans find here souvenirs, sports articles, model cars, clothes, toys and accessories spread over five floors. While the staff is dressed like a Ferrari F1 pit crew, the whole store highlights Ferrari’s innovative and lively spirit. Furthermore, a replica of a Formula One car catches the eyes of the visitors as they enter, while they are welcomed by the roar of a Formula 1 engine (Here is a video of it from the store in Maranello, though.)
Riedizioni: This store stocks unusual products such as dresses, bags and wallets, created by pressing fabrics and metallic threads between layers of translucent plastic. All items are made from recycled textiles. A brilliant use of products in their afterlife.
Muji is a Japanese no-frills store, full of minimalistic mass-market aesthetics or plain wares such as apparel, furniture, housewares, beauty products, and small electronics. The first character “mu”, means “without”, the second character “ji” means “brand.” “Muji” is simply short for brandless quality goods. Muji has maintained a “no brand” credo, refusing to put its name on any of its products and instead, reduces every product to its essence.The most exiting aspect for me is how fundamentally Muji herewith redefines the idea of design. While others apply design to a product to get it noticed, Muji designs products to be essentially useful, natural and simple.
Designed to be in service of Muji’s philosophy, the store was also plain in design and experience and as a result frankly, a bit boring for me, unfortunately… but definitely extended the brand’s promise.