Located in the heart of Milan, the Champion Premium Store designed by d+d group translates the sportswear brand’s heritage into a 150 sqm retail environment combining product display, visual communication and a distinctive lighting system.
Champion heritage becomes part of the retail interior
Developed during the brand’s centenary, the Milan store follows the international language introduced in Champion Premium stores in Amsterdam and London while giving the concept a specific identity connected with the brand’s growing presence in the lifestyle sector.
Recyclable aluminium is one of the recurring materials, while a black mirrored strip runs around the perimeter of the store. Integrated with graphics and archive imagery, this continuous surface becomes a visual timeline presenting different stages in Champion’s history.
An illuminated ceiling defines the space
One of the most recognisable elements of the interior is the ceiling installation. A sequence of sinuous illuminated lines extends through the store, introducing movement above the displays and creating a continuous visual element along the customer journey.
The lighting incorporates colours associated with Champion and works together with the perimeter displays and metallic surfaces to establish a contemporary setting for the collections.
A multifunctional sportswear retail concept
The 150 sqm interior is conceived as a multifunctional environment in which merchandise, brand communication and lifestyle imagery coexist. Clothing and footwear are organised through perimeter fixtures and freestanding displays, leaving the central circulation visually open.
Rather than separating communication from product presentation, the design integrates the two layers. Historical graphics, dates and references to Champion’s cultural heritage accompany the collections throughout the space, connecting the contemporary retail environment with the evolution of the brand.
The Milan Premium Store therefore develops the international Champion retail concept through a combination of metallic finishes, integrated visual communication and lighting, using the physical store as a setting for both the collections and the brand’s sportswear heritage.
Location: Milan, Italy
Area: 150 sqm
Design: d+d group