etro
La Rinascente – Milan
Milan, Italy
Concept Design
Project Management
2023
Within the layered interior of a Milanese department store, a sequence of sculptural columns becomes a landscape for objects—where fashion display turns into spatial narrative.
A Stage for Accessories
Located inside La Rinascente, the installation for Etro transforms a retail corner into a compact architectural stage. Inspired by the scenography of the brand’s Spring–Summer runway, the space reinterprets the visual language of the fashion show within the everyday flow of the department store. Rather than a conventional display, the project constructs a small immersive environment where objects and architecture share the same narrative presence.
Columns as Objects
A sequence of vertical elements defines the spatial identity of the pop-up. Echoing the columns that shaped the runway set, these sculptural structures become display devices for the accessories collection. Their presence establishes rhythm and depth, organizing the space while framing the products as part of a curated landscape. Bags such as the Vela and Saturno appear suspended within this architectural composition, turning the act of browsing into a spatial exploration.
Retail as Atmosphere
More than a temporary boutique, the project operates as a condensed atmosphere where fashion, installation and interior design intersect. Within the continuous movement of the store, the pop-up creates a distinct moment of pause and focus. Materials, colour accents and vertical geometries translate the identity of the brand into spatial form, shaping a retail environment where architecture becomes a frame for objects and storytelling.
