Moorer
- Roma flagship store
- Fashion Retail Design
- 2025
The experience of touching and wearing a Moorer garment is essential to understand its values
On the outside, it displays a refined and sober rigor—discreet, formal, and extremely elegant—while on the inside, it reveals an unexpected world of refined details, richness, and preciousness that tell a unique story.
The new Moorer space embraces and represents these two souls; it is renewed in appearance while fully conveying the DNA that gave rise to it, evoking it through a new, evolved expressiveness of the brand.
I envisioned a place of warm, subtle, golden light—brighter and lighter—made of precious yet natural materials, where the essential Moorer color palette could be expressed: the dark brown of wood and the antique, almost bronze-like gold of the display structures, serving as material avatars of the brand.
Technology and nature come together to create a new visual and tactile quality in the retail space.
The refined synthesis of materials and textures, the aesthetic sensibility of the garments, finds an ideal atmosphere in which to unfold.
The space honors the garments on display by supporting them with extreme care and discretion, becoming precious in its own right.
Lighting is masterfully orchestrated to guide the gaze to the garments, giving the space form and depth while eliminating any visual or formal distractions, allowing the product to stand out as the protagonist.
The special plaster on the walls is rich with layers of coated crystal fragments that shimmer with pearlescent tones and sparkling reflections.
The research applied in this context goes beyond overcoming a minimalist approach to space; it redefines it with a new expressive code, characterized by greater sobriety and richness in handcrafted detail.
The hanging rails are vertical golden blades that are seamlessly integrated beneath the shelves with tailored detailing, where solid dark walnut wood, acid-etched bronze mirrors, and antique gold lacquer come together in a new alchemy of chromatic and material combinations designed to emphasize the importance of each individual garment, making it the true protagonist along the walls and highlighting its uniqueness.
A new dynamic staging in the theatrical storytelling of the collections allows for easy adjustment of heights and settings. Wooden frames enclose a single story within them, allowing for the accentuation of a single piece or a complete look, which can then expand along the dedicated wall.
