PopUp Store | 2024
Porta Nuova, once a railway yard, has transformed into a symbol of Milan’s architectural and urban renaissance, representing one of the city’s largest and most significant redevelopment projects. COIMA, the leading group behind this transformation, commissioned Novembre Studio to design three Pop-Up Stores in the heart of the district.
These temporary stores, designed to seamlessly blend with the fluid architectural forms of Porta Nuova, feature a distinct and iconic volumetry with softened, rounded corners. Each detail has been crafted to offer businesses maximum flexibility, incorporating customizable elements into the structure, allowing for creative freedom in communication and branding.
Strategically positioned in Piazza Gae Aulenti and Via Vincenzo Capelli, the architectures are conceived as temporary, versatile spaces with planned rotations. The choice of materials aligns with the architectural identity of Porta Nuova, with green selected after a careful analysis of Milan’s emblematic colors. This green hue, reminiscent of key architectural and urban design elements, acts as a trait d’union, linking the PopUp Store to the city’s aesthetic and seamlessly integrating them into the urban landscape.