Iceberg's new store in Milan.

Iceberg is reshaping its image.

Ahead of the upcoming debut of the label’s new women’s, creative director Arthur Arbesser on Sept. 26, Iceberg has unveiled its Milanese flagship.

Located in the city’s Golden Triangle luxury shopping district, the two-story unit, spanning over 2,691 square feet, is modeled after the new blueprint conceived by Hannes Peer.

The Italian architect created a very contemporary design, mixing traditional and futuristic elements. Neon lights illuminate the space, showing concrete flooring and columns, a steel ceiling and high-tech walls. These consist of mobile walls, which constantly rotate, adding a dynamic edge to the store’s image. They alternate marble and silver surfaces with projections of the brand’s fall advertising campaign shot by Olivier Zahm.

While the first floor carries the most fashionable part of the women’s and men’s collections, the second floor is dedicated to the more commercial ranges.

Instead of classic tables, the boutique features metallic structures usually used for concerts, but here embellished with marble, while products are shown on minimal steel displays.

“This is a really innovative store — I asked Hannes Peer to feel free to break the rules of traditional retail concepts,” said Paolo Gerani, chief executive officer of Gilmar, the manufacturing company that controls the Iceberg label. “The goal, which I think has been reached, was to create a store able to totally express Iceberg’s artistic and pop world.”

Gerani said that this new concept will be used to refurbish the other four direct stores of the brand and it will also be shown in the new boutiques which are supposed to open this year, including units in Macao and Shanghai.

In addition, Gerani revealed that, in January, Gilmar’s La Pelota venue in the Brera District will be transformed in a multifunctional showroom in collaboration with Milanese 247Showroom. The space will carry both the collections Gilmar already distributes, including Iceberg and No. 21, as well as the brands sold by 247Showroom, including Kenzo, Damir Doma, 3.1 Phillip Lim and Opening Ceremony, among others. The new space will also house a restaurant, but the date of the opening has yet to be defined.

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