COS - Milan Salone

To celebrate their return to Milan's internationally renowned Salone Del Mobile in 2013 COS asked us to conceptualise, art direct, and manage the delivery of a pop-up concept store installation for 40 hand-selected COS garments. Located in the vibrant Ventura Lambrate district we wanted the installation to be a 'comma' to frantic city life in Milan. The approach was to mirror the COS design ethos through contrasting tactile materials constructed in a simple, functional and visually lightweight way to create a breathing space for visitors to the furniture fair. Commissioning French creatives Morgan Maccari and Rémy Clémente of Bonsoir Paris to design the installation, we briefed the duo to create a modular installation so that COS can construct it again in any shape and size format in the future, adhering to the brands 'timeless' value. Their reaction to the COS brand and our creative direction led them to "push the visitor's curiosity and surprise them, playful whilst still minimal." We chose to tell the story of the installation in Milan by commissioning filmmaker Andrew Telling and photographer Owen Richards.