COMEFORBREAKFAST opens its new flagship store in Milan, translating the brand’s modular and reductionist design language into a raw and immersive retail environment. Located at 10 Via Atto Vannucci, in a Milan neighborhood historically associated with artisan workshops and ateliers, the project develops a direct relationship between fashion, architecture and material authenticity.
The flagship store becomes a spatial extension of the COMEFORBREAKFAST identity, where garments, interiors and display elements interact within a stripped-back architectural composition. The retail concept reflects the brand’s approach to fashion collections as evolving modular systems, extending the same logic to the organization of space, furniture and customer experience.
The retail space preserves the raw identity of the original building
The interior develops inside a simple parallelepiped volume that reveals its full spatial depth directly from the street. The project maintains the imperfect surfaces of the original structure, preserving traces of the building’s previous function as a grocery store.
Dilapidated walls interact with exposed concrete flooring through layered textures, faded tones and visible decollage effects that reveal the original colours beneath the surfaces. This process reinforces the authentic and unfiltered atmosphere of the flagship, generating a retail environment defined by material honesty and spatial reduction.
The garments — including menswear, womenswear and accessories — appear fully integrated into the architecture, establishing a continuous dialogue between fashion products and the surrounding material palette.
Steel furniture by NM3 introduces modular precision into the brutalist interior
All furnishing elements, including racks, display systems and the cash desk, are designed by NM3. The furniture uses steel surfaces and modular geometries to introduce visual precision and structural clarity into the raw architectural setting.
The linear composition of the furniture reflects COMEFORBREAKFAST’s meticulous design language while creating a strong contrast with the rough textures of the existing space. Industrial materials and modular forms reinforce the flexibility of the store layout, allowing continuous transformation of the retail environment.
Geometric rigor and material research define the intervention by NM3, where each element contributes to a retail system capable of adapting to changing display configurations and seasonal narratives.
The flagship store functions as a flexible platform for fashion and communication
The retail environment is conceived as a mutable container where few mobile elements organize multiple spatial scenarios. This flexibility allows the flagship to evolve over time, supporting collections, installations and communication projects developed by the brand each season.
The store acts as a physical connector between COMEFORBREAKFAST, its designers and the public, extending beyond traditional retail functions. Clothing, accessories and visual communication coexist within a space designed to encourage interaction, transformation and ongoing reinterpretation.
Through exposed materials, modular furniture and adaptable layouts, the Milan flagship expresses a retail language based on subtraction, flexibility and spatial clarity.
Location: Milan, Italy
Brand: COMEFORBREAKFAST
Furniture Design: NM3
Photo Credit: Delfino Sisto Legnani e Agnese Bedini, DSL Studio