Red is a store dedicated to menswear, in Chinatown, one of the most desirable zones of contemporary Milan. Dainelli Studio is restyling the space and the brand’s coordinated image, working on the store and the logo.
The interior keeps its original terrazzo floor, in the historic Milanese style, while the furnishings, all bespoke, are made of smoked glass.
The project uses a masculine, minimalist language, balanced by the choice of using softer colors. The palette mixes neutral, pale shades with more decisive, distinguished tones, ranging from burgundy through off-white to pale pink.