Streetwear, showroom and brand identity: Parisian fittings by FusinaLab

Unravel, Heron Preston, Palm Angels and OffWhite: Fusina sets up the Parisian showroom for the four brands of the NewGuards group.

Four brands, four strong identities, a retail space. We worked hard to create inside one same place the set ups for four different fashion brands all part of the same NewGuards group: Unravel, Heron Preston, Palm Angels and OffWhite (for the latters, Fusina had already created the mirror-plexiglass box and the temporary showroom respectively, both downtown Milan).

The four different youth fashion brands have four different, well-defined styles, some of them with strong references to the streetwear, some others to contemporary contexts such as, for example, the Californian skate-boarders. These styles require to be well represented inside the exposition areas, where often the furnishing plays with unconventional elements. At the last Paris fashion week, Fusina was appointed to choose the materials and create the fittings of the four spaces destined to represents the brands’ identities inside the showroom.

Tables and lightweight concrete elements for the Unravel space

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