Italian fashion brand MSGM has opened its second monobrand boutique in the world – in Causeway Bay, Hong Kong. The store was opened in partnership with listed local retail operator I.T Group last month. Comprising more than 100sqm it features the brand’s menswear, womenswear and accessories collections. The design concept was conceived by Massimo Giorgetti, creative director and founder of MSGM, in collaboration with CLS Architetti together with a team of local architects. Flexible, modu
ular iron structures create a dynamic exhibition of products, alternating with black and white marble surfaces broken up by a fluorescent yellow line as a distinctive signature of the brand.
The lighting is uniform, like that of a museum, diffused by neon tubes emerging from the ceiling in various geometrical forms. On the racks, the clothing appears enveloped in a special light that exalts the colours and contextualises the garments perfectly within the space.
A new boutique concept that connects fashion and art, the MSGM Hong Kong store will host small personal exhibitions of contemporary artists chosen by Massimo Giorgetti. The boutique will be transformed into an art gallery where works on display can be admired and purchased. The first one is Thomas Raat, the Dutch artist working on abstract forms and colours.
“This MSGM store represents the second step of a worldwide retail expansion of the brand, which began in Milan in 2013,” said the company.
Further monobrand stores will open in Asia and the UAE over the coming months.
The MSGM Hong Kong boutique is at 57 Paterson St, Causeway Bay.
