
MSGM
STORE
LONDON
LOCATION London, UK
CLIENT MSGM
YEAR 2018
STATUS Completed
ACTIVITIES Concept, Interior Design, Executive Design, Project Management.
Opened in 2018, the MSGM London Flagship Store marked a pivotal moment in the brand’s evolution, unveiling a fresh, location-specific design concept. This new vision seamlessly blends the existing architectural elements of the space with modern materials and lush green installations curated by renowned plant artist Satoshi Kawamoto, creating an immersive and innovative retail experience.
The design contrasts raw and polished surfaces, creating a dynamic dialogue between old and new. Unfinished Aquaroc walls, left in their original state with visible production markings, alternate with walls clad in insulating aluminum and semi-reflective, iridescent super mirror steel. This juxtaposition of rough, industrial textures with sleek, contemporary finishes introduces a sense of layered complexity throughout the store. The flooring, too, features a distinctive touch, as a traditional Italian element, Venetian terrazzo, is reimagined with bold resin inserts in primary colors. This reinterpretation of classic terrazzo gives the space an energetic and playful vibe, while remaining rooted in craftsmanship.
Together, these design elements reflect MSGM’s innovative spirit, merging organic textures, industrial materials, and vibrant accents to create a flagship that is both functional and artistically expressive.



