Text by Frame: According to Off-White founder Virgil Abloh, the brand’s first Milan store ‘embraces earthy yet elegant minimalism’. ‘Earthy’ translates to the use of natural materials as a counterpoint to the interior framework’s sleek modernism. Dramatic Patagonia granite lines the recessed wall displays, for example, while a felled log softens the polished-steel-and-glass display cases nearby. Solid granite and wooden blocks are used for seating or topped with glass to form display plinths. Further softening the scene in the womenswear section is a pink rug emblazoned with the brand’s logo, whose edges define the pathway through the room. 

Upstairs in the menswear section, the same style of rug is green, differentiating the male-oriented merchandise while creating a subtle connection with the Patagonia granite palette. The last room houses Off-White’s homewares collection, and indeed feels more homely. The finish of the wood used here – in contrast with the raw, blocky counterparts in other areas – is more refined, a feeling accentuated by the silk wallpaper.