The US-Italian sportswear brand that has recently celebrated its 25th anniversary continues its retail expansion. Yesterday, it opened a new concept store in the heart of the Italian city of Brescia, at Corso Palestro 2.
The new store offers visitors an immersive experience, guiding them through a journey made all the more evocative by the projection of close-up images and details of the brand’s s/s 2026 jackets.
The concept unfolds through a strongly material-driven aesthetic, where industrial elements meet minimalist surfaces to create a contemporary and instantly recognizable environment.
Rusted iron, stainless steel, metal grilles, corrugated sheet metal, and stone define the space, creating a dialogue between raw, authentic materials and metals that help shape the environment.
The project also highlights materials that reflect the brand’s roots and underscore its presence within the city’s urban context. The concrete floors and walls are finished with lime plaster, free of dyes or treatments, and convey a textural and deliberately “unfinished” effect, capable of enhancing the purity of the architectural elements and reinforcing the identity of the space.