A new store concept for M Missoni
A completely new image for Milan, Hong Kong and New York
1970s spirit is the inspiration behind the new concept for M Missoni’s boutiques. Freedom, freshness, and no barriers.
Designed by Grassicorrea architects, the concept makes use of a selected range of colours and materials and favours the pastel shades. The soft colours, enveloping lines and the smooth shapes of the furnishings give the whole look a welcoming simplicity and a calmness which creates an innate sense of elegance. The whole environment has been given a light and feminine touch, but remains characteristically well defined, with the ultimate aim being to promote the characteristics and the uniqueness of the brand’s products.
Following a positive test at La Rinascente milan and at the saks Fifth Avenue corner in New York, the new concept store will now be implemented throughout M Missoni’s worldwide distribution network, starting with the directly operated stores in Milan, Hong Kong and New York.
The distribution network redevelopment plan involves a busy schedule of restyling and new openings in Europe, Asia and the United States throughout 2012. The us will see the opening of 3 corners in saks Fifth Avenue stores (Houston, Chicago, and Beverly Hills) and 12 corners in branches of neiman marcus. In Europe, a new corner is set to open inside Barcelona’s el corte ingles. In Japan, by the second quarter of 2012, 10 shop-in-shops in the country's main department stores will have been renovated.
According to Alberto Damian - Fashion Division Director for the Valentino Fashion Group S.p.a., M Missoni licensee - "in the corners where we have already tested the new concept store, we have seen excellent growth in our sales volumes, thanks to the improved visibility of the M Missoni collections within the new display concept. We are confident that these changes will certainly play a key role in helping the M Missoni brand to continue to follow the positive trends of 2011, and to attract an ever increasing number of consumers."
M Missoni currently counts on 20 exclusive boutiques in key locations worldwide, and has over 1,000 multibrand points of sale spread over 40 countries. The brand is present in all of the World's biggest department stores. Its consolidated turnover for 2011 was approximately 51 million euros.