Stone Island Showroom in Milan just opened at via Tortona 31
January 18, 2025 – Stone Island presents its new showroom in Milan at via Tortona 31, located within the complex of reconverted industrial buildings Opificio 31. The project, carried out by the Benedetto Camerana Studio, redevelops, transforms, and reconfigures two linear mechanical workshops, reinterpreting existing geometries, while integrating gardens and architectural elements of a conceptual nature.
Introduced by the Stone Island logo on the upper portion of the exterior façade, preserved as an unexpected fragment of industrial archaeology, in a grey colour and deliberately minimalistic, the new space develops within a building with industrial features, covering a total area of 400m². It spans 1,750m² across three levels, in addition to the outdoor garden.
In the main exhibition area, along the longitudinal sides of the building, the main collection is presented in a colour-block arrangement, emphasising Stone Island’s 40+ years of expertise in colour research and experimentation. The central area of the space is dedicated to the sub-collections Stone Island Ghost, Stellina, and Marina, featuring modular elements designed to allow for continuous visual and conceptual interaction between the brand’s different lines.
The design of the environment reflects the brand’s product – technological and material experimentation, simplicity of forms, and industrial rigor – and is designed to optimize the use of space while responding to the changing needs of different collections, season after season.
At the heart of the Stone Island showroom, the space is characterised by a modular system composed of semi-transparent rectangular elements, measuring 2×3.5 metres. These black-painted aluminium modules rise and combine to create distinct exhibition areas, each highlighting different collection drops. The flexibility in space organisation is enabled by the innovative attachment system and the lightness of the modules, which are easily movable.
The perimeter area is instead enriched with hanging elements fitted with wheels, finished with laser-cut backdrops that are then hand-sanded by artisans. A meeting area, with grey and black tables, is located at the end of the showroom, while two mezzanine levels at the longitudinal ends add architectural value, also housing a bar area with a view of the exhibition zone.
The interior and exterior spaces engage in dialogue through a large glazed access portal, overlooking two inner gardens with a zen atmosphere, crossed by a bright glazed atrium. The garden on the right is an abstract void, defined by the metallic tones of the opaline polycarbonate walls and the gravel flooring. The garden on the left opens onto the shared courtyard of Via Tortona 31, separated by a continuous sequence of full-height vertical metal blades that filter and create a fluid division between the inner garden and the courtyard.
A second building adjacent to the main showroom, is dedicated to the Stone Island Junior collection as well as press office activities.
The opening of the new Stone Island showroom further strengthens the brand’s presence in the key location of Milan, reaffirming the choice of the Tortona district in respect of its design heritage. The new space represents an important milestone in the brand’s growth journey, equipping itself to better showcase its heritage of innovation through upcoming projects and stylistic challenges.
All images Stone Island Showroom in Milan just opened at Via Tortona 31 by the brand