 Italian jeans and casual wear manufacturer Replay opened a new flagship store on Corso Vittorio Emanuele in Milan. Set over 800 square metres, the shop is located in the city centre and a few metres from the Duomo. The space has been designed
according to the new Replay concept: focussing on emotions and the rediscovered connection with nature.
 The new concept, which was adopted in Florence’s Piazza Duomo Replay Store, will be more evident in Milan. The driving principles are the same, but the specific techniques complement the context and are all about seeking emotions. The idea is the result of a shared vision between the Studio 10 design team and Fashion Box.
Key to the design are a green wall, water wall, wooden wall and metal wall. To access the store you cross a hanging garden on a suspended walkway. Upon entering visitors are surrounded by monumental eleven-metre high walls of plants and a waterfall. The interior evokes spaces from industrial archaeology where natural materials such as wood and metal are used.
The new retail space will have its official opening on 15 April, during the Salone Internazionale del Mobile (International Furniture Exhibition of Milan). Replay's flagship will launch with a special installation by the art group El Ultimo Grito, organized in conjunction with the Fondazione Claudio Buziol.
Image: Replay
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