After the design of numerous ateliers for luxury fashion companies, AMO – the research studio of the Office of Metropolitan Architecture – has taken on a new challenge: the Milan flagship store of Bershka, the famous fast fashion brand.
In a former cinema of over 1800 square metres, built in the 1920s and closed in 2001, the Dutch studio has created a series of spaces and pathways that orient and stimulate the user’s perception.
Cork, red rubber, pink resin and the use of Plasticiet – a material derived from a recycling process – describe the spaces as a collecion of islands that emerge from a predominantly neutral environment. A fluid space that can be adapted to niches for dressing rooms or small and medium-sized rooms reserved for small groups of people.
The preliminary phase of the project involved the creation of a 1:1 scale mock-up at Bershka’s Barcelona headquarters, which will be used as a reference model for future stores.