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FIRST TIMER: MSGM, the booming Italian contemporary fashion brand founded in 2009 by Massimiliano Giorgetti, is gearing up to unveil its first flagship in Milan. Located on Via Ponte Vetero, in the city’s arty Brera district, the 1,077-square-foot boutique, which is set to open on Sept. 12, will carry the brand’s women’s, men’s and accessories collections.

In keeping with the label’s identity, which is strongly influenced by the street-style aesthetic, architect Massimiliano Locatelli, who designed the store along with Giorgetti, brought some typical elements of the urban environment into the minimal and contemporary space. Case in point, the floor is made of concrete and a tree comes out from the ceiling. The boutique also features elegant black and white marble details and geometric iron display units.

This story first appeared in the August 28, 2013 issue of WWD. Subscribe Today.

MSGM, which sells its collections in 500 stores across the world, is also planning to open additional flagships in the Middle and Far East in 2014.

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