Hogan, Milan

Designed by: Checkland Kindleysides
For client: Hogan Floor area: 300.00 M² Year of completion: 2018
Submitted for: Single-Brand Store of the Year

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About the Project

Located on one of Milan’s most luxurious shopping streets, Via Monte Napoleone, Hogan’s new boutique marks an impactful return to the city. Celebrating a new brand direction targeting fashionable urban socialites, we blended classical Italian design cues with cosmopolitan lifestyle experiences to create a space that exemplifies “new luxury”. Central to the design are sculptural interpretations of ‘movement’; drawing inspiration from one of the principle figures of the Italian Futurist movement Umberto Boccioni. These bold ‘Gallery Plinths’ punctuate the space, presenting product in a minimal yet artistic fashion. Throughout a series of elevated service experiences are designed to immerse and indulge those browsing. A polished, black marble ‘Host Bar’ allows customers to have a coffee while products are presented, explained and packaged. Located on the ground floor, a cantilevered marble surface conceals (and elevates) a hidden customisation display where consumers can create bespoke products. At the periphery of the space ‘Movement Walls’ create an enlivened backdrop, with animated patterns on an LED mesh curtain graphically expressing the dynamism of metropolitan life. Launched during Milan Design Week in 2018, Hogan’s new opening also marked the worldwide unveiling of the brand’s augmented reality experience - mimicking the journey of a photographer seeking inspiration around Milan’s design hot spots.

What’s unique about it

The space is material storytelling at its finest. Technology is integrated as a dynamic and ever-changing material, creating the perfect balance of past, present and future. A celebration of Italian quality and craft, mixed with cutting edge design and innovation, elevates the Hogan brand while creating an artful and modern showcase for its products.Acting as an agile yet elegant ‘stage’ - the first of its kind for the brand and the footwear category – the boutique can easily switch focus from product gallery to live event space. Featuring a mix of seating styles, it also facilitates different levels of hosting, designed to entice their urban, fashion-savvy audience offline and in-store. An elegant merchandising system with invisibly cantilevered and internally illuminated brass shelving - allows individual pairs of Hogan shoes to be displayed in graphic formations. n 2018 Hogan witnessed its first rise in sales in a decade, and the Milan boutique was featured as one the best things to see during Milan Design Week by online publication Yellowtrace. Following its debut in Milan, the new spatial expression is proving to be a successful creative blueprint for the brand’s international expansion, and its unmistakable revival! “Versatility is the keyword. We created a luxury urban environment for the luxury urban consumer, where every element is the quintessence of the brand’s natural empathy. An all-round experience of cosiness and wanderlust”. Sergio Azzolari, Hogan

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Location of project:
Credits:
Checkland Kindleysides

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