Located on a bustling street in Milan, Volgare Store is an eclectic menswear boutique that combines contemporary fashion with motorbike accessories. The interior architecture is led by Gema Gutiérrez from the Spanish studio Puntofilipino, translating the client’s passion for motorbikes into a retail space dedicated to the contemporary man.
The project draws inspiration from Milan’s creative scene and from the colours and forms of Mexican, Moroccan, Spanish and Portuguese design. The result is a layered retail environment where materials, textures and chromatic contrasts define a strong and unconventional visual identity.
Menswear retail design with multicultural references
Volgare Store builds its identity on a dialogue between Milan’s urban context and a wide range of international cultural references. Puntofilipino works with the existing building elements as a base, integrating influences from Mexican modernism with Portuguese, Spanish and Moroccan design languages.
This approach gives the store a dense and expressive atmosphere, where the retail space becomes more than a product display environment. It functions as a visual scenario that reflects the brand’s eclectic positioning and its connection with fashion, lifestyle and motorbike culture.
Colour, texture and material contrasts
The interior is defined by a multifaceted combination of organic tones and textures. Thick multicoloured glass bricks interact with terrazzo flooring, while the walls move across a palette of concrete, orange, dusty blue, amber and ecru.
These contrasting elements create a warm and immersive atmosphere, evoking an Amalfi coastal lifestyle while maintaining a strong urban character. The material palette avoids uniformity and uses colour as a structural element of the retail experience.
Visual merchandising and immersive retail atmosphere
The project combines colour, pattern, texture and vintage elements to create a direct and highly recognizable interior. The visual merchandising strategy is integrated into the spatial language: products, accessories and architectural elements contribute to the same expressive system.
As Gema Gutiérrez explains, the result is “an immersive and intoxicating world of color and warmth,” where the studio’s approach to mixing visual codes defines the identity of the store.
Project information
Location: Milan, Italy
Design: Puntofilipino
Photos courtesy: Polina Parcevskya + Julie Smorodkina
by AN Shopfitting Magazine no.169 ©