GMT
GMT
"Match My Freak" challenges luxury retail by celebrating individuality and self-expression. The store takes a risk-blending modern design with disruptive elements to create a rebellious yet exclusive space. This shift transforms the store into an immersive destination where standing out is celebrated, conformity is rejected, and customers are inspired to express their true style fearlessly.
"Match My Freak" challenges luxury retail by celebrating individuality and self-expression. The store takes a risk-blending modern design with disruptive elements to create a rebellious yet exclusive space. This shift transforms the store into an immersive destination where standing out is celebrated, conformity is rejected, and customers are inspired to express their true style fearlessly.
Typology
Retail Interior Design
Retail Interior Design
Year
2025
2025
Location
Milan, Italy
Milan, Italy
Mentors
Ar. Paolo Bellisario
Ar. Paolo Bellisario
Ar. Georgio Grandi
Ar. Georgio Grandi
Team
Robert Rombouts
Robert Rombouts
Malak Abouetta
Malak Abouetta
Inspiration
Inspiration
We drew direct inspiration from the avant-garde and otherworldly watches curated by the store, using them as the starting point for planning the space.
We drew direct inspiration from the avant-garde and otherworldly watches curated by the store, using them as the starting point for planning the space.
The concept imagines a watch exploding within the store, its components dispersing and shaping the environment around it.
The concept imagines a watch exploding within the store, its components dispersing and shaping the environment around it.
This idea informed both the overall layout and the design language, influencing the use of curved edges, fluid transitions, and standing display elements that echo the scattered watch parts.
This idea informed both the overall layout and the design language, influencing the use of curved edges, fluid transitions, and standing display elements that echo the scattered watch parts.
The store is organized into three distinct zones:
The store is organized into three distinct zones:
Welcome Zone: the entry area that introduces the concept and sets the tone for the experience.
Welcome Zone: the entry area that introduces the concept and sets the tone for the experience.
Piazza: an open, central space encouraging gathering, exploration, and interaction.
Piazza: an open, central space encouraging gathering, exploration, and interaction.
Jewellery Section: a more intimate, focused area for viewing the pieces in detail.
Jewellery Section: a more intimate, focused area for viewing the pieces in detail.
Welcome-Piazza-Jewellery
Floor Plan Evolution
Floor Plan
Materials & Mood
Materials & Mood
We collaborated with Firma, a Bergamo-based plexiglass company, using light materials to enhance the store’s feel.
We collaborated with Firma, a Bergamo-based plexiglass company, using light materials to enhance the store’s feel.
The backdrop features three shades of lime plaster, with a darker tone marking the central piazza. Soft moquette flooring adds quiet luxury and black wood furniture brings warmth and texture to balance the cool space.
The backdrop features three shades of lime plaster, with a darker tone marking the central piazza. Soft moquette flooring adds quiet luxury and black wood furniture brings warmth and texture to balance the cool space.
Material Board
Display Design
Display Design
Designing the display was so much fun!
We aimed to keep it light, functional, and dynamic, balancing security of the watch with user experience.
Designing the display was so much fun!
We aimed to keep it light, functional, and dynamic, balancing security of the watch with user experience.
The display system allowed clients to engage closely with the pieces-almost as if they could listen to the unique ticks of each watch.
The display system allowed clients to engage closely with the pieces-almost as if they could listen to the unique ticks of each watch.
Some displays integrated small circular digital screens, providing subtle opportunities for branding. The design process evolved from creating individual display units to connecting them through a central display counter, positioned in the piazza-like core of the store.
Some displays integrated small circular digital screens, providing subtle opportunities for branding. The design process evolved from creating individual display units to connecting them through a central display counter, positioned in the piazza-like core of the store.
Watch Display
Watch Display
Lighting
Lighting
The lighting system transforms the store into an ever-changing environment.
The lighting system transforms the store into an ever-changing environment.
The atmosphere evolves throughout the day, offering clients a new experience with each visit. This flexibility allows us to set distinct moods, highlight specific collections, or create immersive ambiences for special events.
The atmosphere evolves throughout the day, offering clients a new experience with each visit. This flexibility allows us to set distinct moods, highlight specific collections, or create immersive ambiences for special events.
We were inspired by James Turrell and his approach to diffused light. Starting from the ceiling, we evolved it into a recessed feature to draw focus to the central area while allowing the light to shape and impact the rest of the space.
We were inspired by James Turrell and his approach to diffused light. Starting from the ceiling, we evolved it into a recessed feature to draw focus to the central area while allowing the light to shape and impact the rest of the space.
Piazza Lighting Concept
Mood Lighting During Events
