Dimorestudio has created the new interiors of Excelsior Milano, a store opened in 2011, which on September 5th presented a pop up store image. It is a multi-brand boutique. The concept follows the stylistic evolution of the frame conceived by Jean Nouvel left unchanged “to underline the contrast with the pre-existing”, writes Dimorestudio. And also in order with what Jean Nouvel wrote, who designed the shop spaces in 2011: “There are two categories of architects that I do not like: those that deal with exteriors or interiors. Strategies must cross walls.”

Each floor is conceived as a box, a circumscribed structure. The carpet is designed by Dimorestudio and changes from flat to flat. The materials and colors come into conflict with each other: the silver painting of the walls, the floor carpeting, the tubes with different finishes and the neon lighting, white. The contrast is there but does not create disharmony: the furniture is eclectic, the combinations border on an educated kitsch, the visual impact is clean and rigorous thanks to the regularity of geometric shapes and patterns.