The new flagship store recreates the playful pop spirit of the Italian brand

Chiara Ferragni is a citizen of the world, splitting her time between Los Angeles, Milan and any other city in the world that may be hosting a cool event, but she chose the regional capital of Lombardy for the first monobrand store due to open on 26 July and carrying the stylist’s entire range of products: mainly shoes, but also bags, bomber jackets and embroidered sweatshirts, as well as an exclusive capsule collection made up of the brand’s best-sellers.

Each all-black item is embroidered with the name of the city and one of her best-known catchphrases: “Hi guys”. The store in via Capelli 5, in Milan’s Porta Nuova area, opens with Ferragni’s autumn/winter 17/18, #CandyStreet collection, inspired by the amusement arcades, lights and colours of Tokyo’s Shibuya District. The shoe collections are made entirely in Italy, 70% in Puglia and 30% in Veneto, and share a number of features, such as glitter and gold detailing, that are also reflected in the store’s décor.

Its over 100 square metres recreate the typical interior of an airport: from the flight information screen to the baggage conveyor belt used to display the shoes, to the walls covered with holographic clouds which give the impression of being inside an aircraft. The brand’s playful, pop spirit is further highlighted by the glitter-covered mannequins in the shop’s windows.