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TRIPLE PLAY: MSGM, the Italian contemporary fashion brand founded in 2009 by Massimo Giorgetti, is set to open its third monobrand store in August.

The new store, located in the Dubai Mall, will open Aug. 10 in collaboration with local partner BinHendi Enterprise. The unit, covering 1,076 square feet, will carry the brand’s men’s, women’s and accessories collections.

Giorgetti, who is also the creative director of the brand, conceived the store’s concept in collaboration with Italian architect studio CLS Architetti. The studio also worked on the MSGM store in Milan on Via Ponte Vetero in the arty Brera district.

Keeping the label’s street-style aesthetic, flexible iron structures are used to exhibit the products along black and white marble surfaces, which are broken up by fluorescent yellow lines. The boutique also features neon tubes in various geometric forms emerging from the ceiling.

The opening of the Dubai store is part of the brand’s retail expansion worldwide. The company’s third store is in Hong Kong.

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