Nabè’s first Italian flagship store, located on Via San Gregorio in Milan, was conceived as a spatial translation of the brand’s core values: evolution, adaptability, sustainability and quality. Nabè designs solid wood furniture for children and families that can evolve over time, adapting to different stages of growth through new configurations and uses. DEFERRARI+MODESTI translated this principle into the architecture of the store, creating a flexible and reconfigurable environment capable of changing together with the brand and its products.
The main design challenge was to combine a strong and recognizable identity with a high degree of spatial flexibility. The store occupies a large street-facing space with five windows, and the layout was developed to create deep visual connections from each window towards the interior. Rather than following a conventional retail arrangement, the space is organized as a sequence of room-like sets inspired by real domestic environments. Each setting presents furniture in relation to everyday activities and different phases of a child’s growth, allowing visitors to understand both the products and the logic behind their evolution.
The spatial system is based on a combination of fixed and movable elements. Mobile partitions and semi-transparent curtains running on ceiling tracks define lightweight boundaries and backdrops, making it possible to modify the display areas without altering the overall character of the store. This approach also allows the space to accommodate events, workshops and future changes in the collection. At the entrance, a large solid wood stepped platform creates an informal threshold that functions simultaneously as circulation, seating and a place for interaction between adults and children.
Materials and colours reinforce the balance between solidity and flexibility. Solid wood, a fundamental material in Nabè’s products, is also used for custom-made furniture, service elements and consultation areas, establishing visual and material continuity throughout the store. A terracotta-coloured floor provides a warm base, while walls range from soft butter tones to deeper earthy shades. Nabè green partitions introduce a recognizable visual element along the route. In contrast with the more solid wooden components, translucent curtains add softness, depth and a constantly changing perception of the space.
More than a conventional retail interior, the project was designed as an evolving spatial system: a warm and welcoming environment able to communicate the identity of the brand while remaining open to transformation, new products and different forms of interaction with families.
