MSGM opens in Dubai

MSGM is set to open its third mono-brand store in the world. The new store, located in the Dubai Mall, Fashion Avenue, Level 1, Sheikh Zayed Road, in collaboration with local partner BinHendi Enterprise. The unit, covering 100 square meter, will carry the brand’s men’s, women’s and accessories collections. Massimo Giorgetti, who is also the creative director of the brand, conceived the store’s concept in collaboration with Italian architect studio CLS Architetti. 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 displays showcase garments enveloped by a special light, enhancing colors to make a perfect match with the style of the space. The Dubai store, opening on August 10, is part of the brand’s retail expansion worldwide, started with the opening of the first Milan store in 2013.




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