By  on September 18, 2019

MILAN — “It was love at first sight.” This is how Massimo Giorgetti felt when he saw the space that would become the MSGM brand’s biggest store. Located in Milan’s Via Broletto, in the arty Brera district and in a former bank, the banner covers 4,752 square feet on two levels and it will be unveiled on Sept. 21 after the MSGM show. “It’s a beautiful step for us and a great challenge, it’s so big and innovative,” said Giorgetti, founder and creative director of MSGM.

The store also marks the 10th anniversary of the brand, which in June celebrated this milestone with a show in Florence during Pitti Uomo parading the men’s spring 2020 collection. Given the size and the importance of the space, Giorgetti felt he could not afford to make a mistake. “The online channel is important, for sure, but we still believe in the physical stores and now that my collection has grown to include new categories such as underwear and activewear, we have a range that can be fully displayed in brick-and-mortar,” said the affable designer.

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