This fall the designer label, which is part of the Aeffe Group SpA, will unveil a boutique at 401 West 14th Street in what used to be a local landmark, the former Quality Meats building. Moschino's home has 2,500 square feet with 40 feet of frontage on the north side of 14th Street.
Moschino, Moschino Cheap & Chic, Love Moschino and Moschino Uomo clothing will be sold there, as well as shoes, accessories and fragrances. Like the brand's other stores throughout the world, the decor is a surrealistic take on fairy tales. Moschino's artistic department collaborated with Milan-based architects Vudafieri Partners and the interior design firm DeuxL to create the worldwide retail design concept.
Shoppers will turn a heart-shaped handle, one of Moschino's iconic symbols, to open the front door. The space will have pale, luminous color that will make classic furnishings the main attractions in an enchanted-forest type of atmosphere. There also will be teardrop-shaped light fixtures. In addition, treelike racks in aluminium or black metal will be placed against the walls. There also will be a rug with flora and fauna motifs infused with iridescent Lurex yarn on the store's white marble floor.
The whimsical window displays of Moschino's Sant'Andrea store in Milan will be reproduced for the U.S. flagship and changed throughout the year.