Milan has welcomed a new retail and cultural space with the opening of Plan C Frame. This innovative concept store, founded by Carolina Castiglioni of the high-end women’s and accessories label Plan C, offers visitors a unique, multi-layered experience. It combines fashion with art, jewelry, homeware, and printed materials, creating a destination that extends beyond traditional retail.
The new location, situated in Milan, aims to be a hub for creativity and collaboration. It showcases Plan C's distinctive aesthetic while also featuring other brands and artists. This expansion marks a significant step for Plan C, reinforcing its presence in the fashion capital.
Key Takeaways
- Plan C Frame is a new retail and cultural concept store in Milan.
- It features Plan C's fashion alongside jewelry, homeware, and art.
- A central red spiral staircase leads to a curated Reading Room.
- The store includes collaborations with Aliita jewelry and Serax homeware.
- The inaugural art exhibition showcases illustrator Christoph Niemann.
A Multi-Faceted Retail and Cultural Experience
Plan C Frame is designed to offer more than just shopping. It provides a comprehensive cultural experience for its visitors. The space integrates various elements, allowing patrons to explore fashion, art, and design in a single location. This approach reflects a growing trend in retail to create immersive environments.
At the core of the store’s design is a striking bold red spiral staircase. This architectural feature is not just decorative; it serves as a central pathway, guiding visitors upwards. The staircase leads to the Reading Room, a specially curated area. This room features a selection of contemporary magazines covering fashion, design, art, and broader culture.
Interesting Fact
The red spiral staircase is a key design element, symbolizing the journey through the store's diverse offerings and leading to the intellectual hub of the Reading Room.
Collaborations and Creative Partnerships
The opening of Plan C Frame also highlights new partnerships. The jewelry brand Aliita, established a decade ago, has launched its first dedicated retail space within Frame. This area offers an intimate setting for Aliita’s colorful and playful jewelry designs, giving customers a direct experience with the brand.
In addition, Plan C has introduced a new homeware collection called Plan C Silos. This capsule collection was developed in collaboration with the Belgian design company Serax. The items, which include vases and candles, draw inspiration from industrial storage structures. They translate Plan C's distinct design language into functional and stylish home goods, available exclusively at the Milan store.
"The project introduces a layered experience where visitors encounter Plan C’s signature womenswear and also jewelry, homeware, printed matter, and art exhibitions under one roof," according to a statement from Plan C Frame.
Inaugural Art Exhibition by Christoph Niemann
Art plays a significant role in the new concept store. The launch features a debut exhibition showcasing the work of renowned illustrator and visual storyteller, Christoph Niemann. Niemann is widely recognized for his witty ink drawings and his contributions to prominent publications like The New Yorker.
The exhibition at Plan C Frame includes original works, prints, and editions by Niemann. His art is known for its ability to transform everyday moments into thoughtful reflections on perception and meaning. This display aligns with Plan C's vision of integrating various creative disciplines.
Background on Plan C
Plan C was founded in 2018 by Carolina Castiglioni. Before launching her own brand, Castiglioni spent a decade working on projects at Marni, her family's fashion house. The brand is known for its distinctive blend of masculine and feminine styles, vibrant color palettes, and experimental approach to materials.
Brand Identity and Global Presence
Plan C is headquartered in a historic location: her great-grandmother’s former fur atelier. This connection to heritage informs the brand’s identity, which focuses on creating long-lasting garments. These pieces are designed for women who possess a clear and independent sense of self.
The brand has established a strong international presence. Plan C products are distributed through leading international stores, and the brand operates flagship stores in Tokyo. With the opening of Frame in Milan, Plan C further expands its reach, establishing a new platform that goes beyond clothing retail. This new space aims to foster a broader engagement with design, art, and culture.
Future of Retail: Blending Commerce and Culture
The Plan C Frame concept store represents a modern approach to retail. It moves beyond simply selling products to offer an enriching cultural experience. This strategy aims to create a more engaging environment for consumers, encouraging longer visits and deeper interaction with the brand and its partners.
The integration of different product categories—fashion, jewelry, homeware—alongside art exhibitions and a reading room, provides a diverse offering. This holistic approach caters to customers seeking unique items and cultural enrichment. It positions Plan C Frame as a significant addition to Milan's vibrant retail and cultural landscape.
- Project Name: Plan C Frame
- Location: Milan, Italy
- Opening: September 20, 2025
The store’s opening reinforces Milan’s status as a global center for fashion and design. It also highlights the evolving nature of retail, where physical spaces are becoming destinations for discovery and experience, not just transactions. This model is expected to influence future retail developments, providing a blueprint for brands seeking to connect with consumers on a deeper level.