Sergio Rossi and Wallpaper* collaborate to launch Mens Footwear World Tour, and open a new temporary store in Milan timed to coincide with Salone del Mobile 2010. This transient concept has been realised by one of Italy’s youngest and critically acclaimed architectural talents, Antonino Cardillo. He has drawn inspiration from the architectural forms of several Milan architectures such as the Velasca Tower by BBPR to create a configuration akin to a theatre set. The resulting store is a beautiful temporary architectural structure encased in a permanent one. Wallpaper*, the leading design, fashion and lifestyle magazine, has been working in collaboration with Sergio Rossi as creative consultants and has been integral to the development of the design and identity for the store. “We steer clear of the conventional, we decry the formulaic, and we re-invent the classic. Our ephemeral store demonstrates Sergio Rossi’s passion and commitment to our male customers.” says Francesco Russo, Creative Director of Sergio Rossi. “Cardillo is one of the most significant architects of our time. Combine that talent with Russo’s modern take on classic footwear and you get an exceptional shopping destination experience. This is an exciting and significant collaboration for Wallpaper* and this is a must-see store” added Tony Chambers - Editor in Chief, Wallpaper*.
Sergio Rossi ephemeral store in Milan designed by Antonino Cardillo