A list of international artists will take up residence in this facilitythan London design studios Brinkworth and The Wilson Brothers created within the Italian fashion brand’s new flagship store Marni in Milano.
The vehicle installation consists of a artist’s studiohoused in a caravan-like volume on the store’s second floor, and a sculptural structure resembling a vehicle suspended vertically through a void in the ground floor ceiling.
Marni says the project is an effort to channel the brand’s design studio’s “intense creative energy” into its retail spaces and thereby enrich the time customers spend in-store.
“The project was born from a desire to offer something more to today’s consumer: an experience, a creative interaction as opposed to a simple commercial transaction”, explains the brand.
“In this post-Covid era of digital-first shopping, this promises the Marni community and customers something different.”
The installation, which pays homage to nomadic travel and utility vehicles, was designed by Brinkworth and The Wilson Brothers in close collaboration with the creative director of Marni Francesco Risso and Marketing Director Chungaiz Khan Mumtaz.
The hollow car-like structure suspended above the ground floor serves a purely aesthetic purpose, its trunk left open to allow a “periscope view” up to the first floor.
The artist’s studio on the second floor is shaped like a caravan punctuated by deep windows that allow buyers to observe the rotating selection of artists who will take over the space.
“This act – a different type of transaction – breaks down the wall between commerce and creativity, fashion and art, and tests the boundaries of what constitutes a retail space,” Marni said.
Inside, the trailer features veneer wall panels and a yellow floor that can easily be painted over by each occupant, which Marni says will keep the facility in a “constant state of creativity and flow.”
Currently, he has neon tufts of hair growing from his corners and windows courtesy of a New York-based artist Shoplifterwho is the first creative to inhabit the installation.
In the coming months, Marni also plans to introduce a similar facility to its Shanghai outpost.
Marni opened its Milan flagship earlier this month in collaboration with the city’s annual design weekwhich has seen several different installations take over the Italian capital.
Among them were Forgotten by local design studio Dimorestudiowhich involved shrouding the interiors of a 19th-century palace in clouds of smoke, and four huge lantern-like structures which have been set up by the luxury brand Hermès inside the La Pelota event space.
The photograph is from Louise Melchior.