Excelsior Milano: the concept store by Jean Nouvel for Coin

Monday, 12 September 2011

A new store dedicated to design, food and fashion has opened in the centre of Milan. People are already talking about this new landmark of luxury and style in the city: Excelsior Milano is the first architectural mark on the city signed by Jean Nouvel, one of the greatest names of architecture.

The Excelsior movie theatre had been closed and neglected for many years when Gruppo Coin asked Jean Nouvel to work on the facade of the new project. At the end, he realized the entire, 4000 square metre, ultra-modern structure, and ensured a close relationship between the exterior and the interior.

The seven floors seem suspended in a shell of images. The flow of technological reflections takes visitors through a multisensorial shopping experience, from the basement (the Eat's Store) to the climax on the top floor: a selection of luxury accessories.

Excelsior will soon open more new stores in other Italian cities. And the goal will always remain to recover special and forgotten urban locations.