Located on Via Manzoni in Milan, the new flagship store for Polène, designed by Norm Architects, presents a spatial concept rooted in material exploration and sequential design.
The project draws on the tradition of Milanese interiors, particularly the enfilade layout, where a series of aligned rooms creates a continuous visual axis. This approach structures the store as a progression of spaces, each defined by distinct materials and atmospheres, guiding visitors through a layered retail experience.
© Norm Archictects
The sequence begins with a stone room, where raw travertine elements contrast with more refined limestone finishes, establishing a focus on material in its most elemental state. This is followed by the leather room, where surfaces and displays emphasise tactility through suede, stitched detailing, and compressed leather flooring.
The main retail area unfolds within the timber room, characterised by oak surfaces applied across walls, floors, and furniture. Here, the material is explored through varying treatments, from raw forms to more crafted expressions, highlighting its structural and aesthetic qualities.
At the end of the sequence, the clay room introduces a more grounded atmosphere. Defined by clay plaster walls, brick flooring, and a rammed earth counter, the space serves as the store's payment area. A ceramic artwork by Clara Graziolino completes the setting, reinforcing the focus on material depth and craftsmanship.
In contrast to the linear progression, a separate textile room functions as a private VIP space. Fabric-lined surfaces, curtains, and upholstered elements create a more enclosed and intimate environment, offering a softer interpretation of the store's overall material palette.
Throughout the project, the restrained use of colour and emphasis on texture allow light, proportion, and form to shape the experience. The design reflects a broader approach in retail architecture, where spatial storytelling and materiality are used to define brand identity.
The Polène flagship store positions itself as both a commercial environment and a curated interior, contributing to ongoing discussions around experiential retail design within the context of Milan's architectural landscape.
More information:
Norm Architects
[email protected]
www.normcph.com
