After shop hours, this fashion retail space turns into a mixology bar

Concept store Slowear18 leads a double life. By day, the Milan shop is a purveyor of men’s and women’s fashion, complete with a café offer and exclusive Franciacorta bar. But by night – specifically, after the clock strikes seven – Slowear18 turns into a hip aperitivo-inspired mixology bar and cicchetteria.


Milan’s Slowear18 is the first location from the sub-brand, but parent company Slowear Venezia is a multi-brand men’s retailer with 30-plus stores in international capital cities. The coming-together of garment sales and hospitality that defines Slowear18 is the company’s take on experiential retail: it’s a merging of ‘product innovation, clothing and customer services,’ says a spokesperson.


Past the façade’s three archways stands the ‘theatre machine’ front and centre. Visible inside and out of the store, the fixture is a product exhibit system that becomes a display case and bar counter during the evening. It draws a passersby in to experience the rest of the space, which highlights the essential spirit of the ‘classic Milano building’ with a modern flair.


Complementing the dominant green resin surfaces are walls that shift from a warm white to a grey, see-through turquoise fixtures and ultramarine blue curtains.

Source | Superfuture


Ellen McNeelance

13th March 2020

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