Duvetica opened their 4th store in October, 2011, located in the heart of Milan’s shopping district. As with their previous three monobrand stores, they chose Japanese architect, Tadao Ando, to design the space.
The new store, built on two levels, with a floor space of 350 sqm., has retained elements of the original space, but introduced aesthetics of the brand via the clean minimalistic design features. Bare concrete walls divide the shop, creating a feeling of a building within a building. The neutral color palette of the interior is interrupted by the rows of multi-colored down jackets, displayed as artwork within the space, as well as on the outside, through the cutout section of the wall which forms the facade of the store.
Technology plays an intrinsic role within the store with high tech installations, ultra flat LCD touch screens and detection systems, permitting interactive management of purchases. Moving images are projected onto special screens which are visible from the street in a dialogue between the store and the street.