1017 ALYX 9SM TEMPORARY RETAIL STORE CONCEPT

This is a temporary retail space concept for 1017 ALYX 9SM to be constructed during Milan Fashion Week 2020. As fans and supporters of the brand, we took it upon ourselves to create a space that would be seen as “a moment” in the fashion world for the brand. This concept for a space is accompanied with a comprehensive campaign surrounding its launch.

The ALYX brand exemplifies the spirit of street culture, luxury quality, and sustainable practices. It was our objective to design a retail space that exemplified these key qualities about the ALYX ethos. 

In the design we featured two large LED displays that play video and rotate brand imagery and minimalist shelves and racks. In an effort to convey ALYX’s eco-consciousness we placed a small tree in the center of the space. Visitors must be mindful of the tree at the center—as we all should, metaphorically speaking.

The material palette we used for this project matches that of ALYX's most iconic pieces. We started with white brick walls to convey its street essence. Black marble was chosen to exude a sense of opulence and luxury. The white brick walls paired with the black marble floors create a sense of refined street essence that the products so perfectly embody. Chrome accents on the tables and racks speak to ALYX’s iconic use of chrome/metal belt hooks, clasps, and accessories.