Milanese concept store Antonia presents Goldmaniac at Pitti Uomo

By

Olivier Guyot

Published
Jun 22, 2015

As part of Pitti Uomo’s 88th edition, the Milanese concept store Antonia organized a pop-up store in the heart of the fortress, where the Florentine menswear show was held. 

With Pitti Uomo’s theme "That's Pitticolor", the multibrand’s team, overseen by Antonia Giacinti and Maurizio Purificato (for menswear), seized on gold for #Goldmaniac. 

In a space designed by Joann Tan, bling-bling permeated the space. At the pop-up’s heart, Futuro Maschile presented a series of products by employing a combination of video, treadmills and more traditional display units. Eleven brands participated in a premium streetwear-style capsule collection.

K-Way designed a windbreaker, Del Toro, a pair of sneakers, Starter produced a hat, Spektre designed a pair of glasses, 2Me, a smartphone case, YMC, t-shirts, Nixon, a watch, Mid-Pac, a backpack, and Champion, sweatshirts. As the collection was for spring-summer, Dan Ward designed slippers and Hartford produced a swimsuit. Everything was on sale only at Pitti Uomo. 

Might this inspire Parisian trade shows and concept stores?