AbNormal

PLAN C FRAME

Located at Via Manzoni 21, in the heart of Milan, the new Plan C flagship store () marks a new chapter for the brand founded and directed by Carolina Castiglioni.

The project is the result of a collaboration between APRIL™, a multidisciplinary platform that developed the overall concept, retail-cultural strategy and identity model, and (AB)NORMAL, responsible for the spatial translation, architectural development and realization.

Conceived as a pilot for future openings, the space proposes an alternative idea of retail: a flexible, infrastructural architecture designed to host collaborations, installations and temporary residencies by other brands and creative partners.
The architecture is conceived as an open system: mobile components, reversible interventions and adaptable materials define a model designed to travel and respond to different contexts.

At the core, a red staircase-library connects the two levels and introduces a cultural layer to the space.

Three distinct niches guide visitors through different atmospheres: reflective metal for design collaborations, mint-green lacquer hosting the Aliita (.official) jewelry store, and soft carpet shaping the butter-coloured lounge space.

The result is a retail environment that can shift over time, encouraging dialogue between brand, city and guests.

Credits
Client: Plan C ()
Creative Direction: Carolina Castiglioni
Concept, Strategy & Program Development: APRIL™ (.april )
Architectural Design: (AB)NORMAL ()
Photos: Piercarlo Quecchia (DSL Studio) ,
Editing: Michela Pedranti (DSL Studio)

APRIL Team:
Alessandro Farinella, Francesco Maria Tiribelli, Monica Moschini, Lorenzo Rocca

(AB)NORMAL Team:
Giulia Cova, Ginevra Conchetto, Marija Ivljanin, Mattia Inselvini, Davide Masserini, Camilla Morandi, Silvia Piana, Luigi Savio