Located on one of Milan’s most luxurious shopping streets, Via Monte Napoleone, Hogan’s new boutique marks an impactful return to the city. Celebrating a new brand direction targeting fashionable urban socialites, we blended classical Italian design cues with cosmopolitan lifestyle experiences to create a space that exemplifies “new luxury”. Central to the design are sculptural interpretations of ‘movement’; drawing inspiration from one of the principle figures of the Italian Futurist movement Umberto Boccioni. These bold ‘Gallery Plinths’ punctuate the space, presenting product in a minimal yet artistic fashion. Throughout a series of elevated service experiences are designed to immerse and indulge those browsing. A polished, black marble ‘Host Bar’ allows customers to have a coffee while products are presented, explained and packaged. Located on the ground floor, a cantilevered marble surface conceals (and elevates) a hidden customisation display where consumers can create bespoke products. At the periphery of the space ‘Movement Walls’ create an enlivened backdrop, with animated patterns on an LED mesh curtain graphically expressing the dynamism of metropolitan life. Launched during Milan Design Week in 2018, Hogan’s new opening also marked the worldwide unveiling of the brand’s augmented reality experience - mimicking the journey of a photographer seeking inspiration around Milan’s design hot spots.