VF Corporation | Orefici 11 Milan

Milano, Italy

We are proud to have partnered with the VF Corporation on their new store that opened on November 30th, 2020, in via Orefici 11 in Milan. This is not a regular store for them, it’s their first multi-brand store. This 22,000sqft space is 3 floors and features collections from a variety of brands under the VF Corporation umbrella such as Napapijri, Timberland and The North Face. They’ve dedicated one floor to a more experiential approach for displaying exclusive VF Corp collaborations, which they’ve named the LAB. The other two floors are dedicated to a few different concepts relating to each of their brands.

Under the direction of Alberto De Luca, ALU supplied all the fixtures for the store: From R&D and materials research to prototyping, production and installation, ALU’s support was extensive. This project features a customized version of ACROBAT with light and SLASH, as well as totally custom systems unique to this project to accentuate the VF identity for each of their brands.  A variety of materials and finishes were used, including aluminum and wood together with electro plated and powder coated steel. This space actively exhibits ALU’s range of experience and capabilities. 

It’s exciting and refreshing to see such an investment in physical retail, especially this year.