The contemporary arquitect Fabio November is well known for his innovative design and surprising projects. His boutique design for the italian fashion brand “Who’s who” certainly had an impact in the Milan fashion scene when it first opened doors in 2013.

Located in Quadrilatero della Moda, Who’s Who fashion boutique is dominated by a series of human figures, each striking a different pose, with the functional purpose of dividing the racks of clothing. The brand that stands as a symbol of modernity and femininity asked Fabio Novembre to put the company’s DNA in his design, creating a strong and meaningful concept for the fashion store.

As the Italian designer explains, “Who’s Who refers to the search for an identity, to the constant leaning towards something that is not the self.”  The out sized sculpted glass figures create the illusion of movement, with woman and man searching for each other desperate to find that something. “The first setting in which Who’s Who wants to be recognized is the animation of an encounter between a woman and a man. Only the love’s spark can trigger the flame of creation”.

The human sculptures are made by structural glass decorated with screen printed asterisks side-illuminated by LED strips and the walls covered with Exyd Product Line M (stainless steel). The innovative design of this surreal and inspiring scene was replicated a few more times during the last years with the opening of new fashion boutiques all around the world by the Italian fashion brand.

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