It is an incredible moment for Moschino, that has been gaining popularity among Millennials and GEN Z thanks to the ironic touch brought by Jeremy Scott.
To catch momentum with the success of capsule collections, Moschino unveils a new retail concept, which focuses on the creation of a design that facilitates the rotation of different collections throughout the year and provides a cosy atmosphere to VIP customers.
After launching in Paris, the new design has just been unveiled in Moschino store in Landmark in Hong Kong.
The design, thought to be a blank canvas ready to host diverse concepts at the same time, will be experimented in Europe to appeal to the new generation of customers.
The store is Instagram-friendly with LED logos, fluo installations, and brighter atmosphere to engage with visitors.
If it is true that in the digital era, the instant generation is no longer attracted by what is the promise of timeliness, limited editions aimed to satisfy a short-term desire of being among the happy few to win, it might be the key to steal the heart of GEN Z.