Opening next September in a historic palazzo, with its 14 windows looking out
over Piazza Risorgimento, in the heart of the authentic Milan, just a stone's throw from the shopping district. For the opening chapter, the guest will be J.W.Anderson, a brand created in 2008 by Jonathan Anderson,
which has already become a cult name among fashionistas. The 300 square metres of this concept store
will b
e entirely dedicated to his pioneering universe, with a natural cross-pollination between boy’s and girl’s
elements, which has made him one of the most promising names on the London scene, and won him
a British Fashion Award as the best designer for both menswear and womenswear.
“SO – MILANO will be one of the biggest footprint spaces for J.W.Anderson. And the space designed
by Roberto Baciocchi is like a blank canvas; what more could I have asked for?” commented Anderson.
“We would like to create a different shopping experience: something fun and interesting. The space should be
somewhere people come to take inspiration from!” The selection of products include iconic items such as
the Pierce Bag, the Logo Purse and Ruffle Booties, as well as exclusive editions, objets d’art and stationery
originally created for the J.W.Anderson Workshops in Shoreditch in collaboration with artists, ceramicists
and publishers. Everything is displayed within a flowing landscape of spherical forms and surprising elements,
such as the bronze sculptures from the milanese Fonderia Artistica Battaglia, or the clothes horses from
which the garments hang. “Working with J.W.Anderson is a pleasure,” say the founders of SO – MILANO,
Aldo Carpinteri and Giordano Ollari – “Jonathan is an exceptionally talented artist, and he is the ideal person
to launch us on this experimental journey, which is not intended to be a store in the traditional sense,
but rather, a box to awake emotions.”
