The Gabs flagship store, the brand of made in Italy convertible bags, is the first single-brand store in the capital of Italian fashion. Located between Piazza XXV Aprile and Corso Como, which is considered a reference point for Milanese shopping, the store shows itself to the public with 5 large windows from which the colored and moving light of the interior layout explodes.
The main part of the project involved the creation of a light and dynamic space with a strong visual impact; a way to convey the traits that have made Gabs a brand recognized and loved all over the world: play, color and transformation. Thus the walls of the shop are designed to dissolve in a kaleidoscopic scenography of colored pixels, hosting a myriad of jewel-boxes which, at every opportunity, can change configuration, transforming the shop into different and colorful atmospheres.
Even the traditional display system, usually made up of islands and wall displays,
is courageously revolutionized by making the 450 models of bags on display twirl, suspended and dancing, in an ever-moving track that crosses the store and becomes a magnetic attraction for passers-by.
