NEW HONG KONG STORE
MAY 12, 2015
Hong Kong, 4 May 2015 - MSGM has opened its second monobrand MSGM store worldwide.
The new boutique, located in Hong Kong at 57 Paterson Road, was opened in collaboration with local partner, I.T Group. It extends over an area of more than 100 square metres, dedicated to menswear, womenswear and accessories collections.
The 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, modular 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. Asia and United Arab Emirates openings are expected over the coming months.