MSGM doubles the stakes in Dubai

By

Dominique Muret

Translated by
Nicola Mira

Published
May 20, 2016

Italian designer Massimo Giorgetti, who is also Creative Director of Emilio Pucci, continues to expand his own contemporary ready-to-wear label MSGM. The brand was launched in 2009 and has now opened its sixth store.

It is MSGM's second shop in Dubai, its 140 m² premises located on the City Walk. Like all other MSGM stores, it was designed by Massimo Giorgetti in collaboration with Milan architecture studio CLS Architetti.

The interiors feature flexible, modular iron structures, alternating with areas in black and white marble, intersected by a large fluorescent yellow band, a distinguishing element for MSGM. The fashion label underlined how the store's neon illumination emits a light which especially enhances colours.

The first MSGM store was opened in Milan in September 2013, and was quickly followed by others in Hong Kong, Dubai, Singapore and Tokyo, as well as by the opening of about ten retail corners inside prestigious department stores.