1/9© Claudia Zella
2/9© Claudia Zella
3/9© Claudia Zella
4/9© Claudia Zella
5/9© Claudia Zella
6/9© Claudia Zella
7/9© Claudia Zella
Freitag Store Milan
location: Milan, Italy
client: FREITAG lab. ag
status: Realized
project: 2017

After a years-long, extensive search for a new location for the FREITAG store in Milan, an ideal match for predefined criteria such as size, location, and structural conditions was finally identified. For the first time, this store consolidates FREITAG's comprehensive offerings in one unified space: its established range of bags, displayed via its custom-designed V30 shelves, and its complete line of "Fabric" clothing, including the popular "Reference" collection. 

The store goes almost unnoticed in the double-height ground floor of a nondescript mixed-use building near Porta Garibaldi and Corso Como, with a quiet courtyard from the last century and directly facing Porta Volta Fondazione Feltrinelli by Herzog and de Meuron.

Visitors of the FREITAG store enter through an understated and simple storefront to find themselves beneath a sequence of three arches characteristic of industrial annexes to reach the green courtyard. The area retains traces of time and use in a raw authenticity evident in its columns and walls, maintaining connections with its previous program as a space for cooking and dining. Unaltered, original structural features define the store's conditions, revealing glimpses of its history upon closer inspection.

A series of interventions introduce a sense of structure and organization to the retail space. The sequence of the room's depth is accompanied by a modular workshop table as a central focal point, flanked by matte, galvanized, perforated metal walls that conceal functional areas, such as fitting rooms, ventilation, and auxiliary spaces. Industrial toolbox units from Lista were developed for the checkout desk, while FREITAG's proprietary V30 and V200 shelving systems showcase the bags. 

The store's clear and minimalist color strategy, furniture design, flooring, and lighting are superimposed against the warm brick arches and the industrial building on the other side of the courtyard.

commission: Direct
program: Interiors, Retail
size: 120 m²
team: Annette Spillmann, Harald Echsle, Saskja Odermatt
consultants: Protec Impianti; e-45 srl;