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In Store

Opening Athens

The new Massimo Dutti store in Athens, Greece, strengthens the new interior design concept, which places importance on light and natural materials such as wood.

Massimo Dutti is opening a new store in Athens, Greece, with which it strengthens its new interior design concept, which is much more refined and places importance on light and natural materials.

WOMEN
COLLECTION

Massimo Dutti’s new image reflects the refreshed essence of the brand to embrace new shopping experiences focused on boosting the brand’s image. The spaces have been laid out to bring out and make products as visible as possible.

During this process of refreshing the concept, the need arose to clean up the store by removing layers, creating a neat, harmonious space to provide a more intuitive and visual shopping experience for customers.

IN STORE

MASSIMO DUTTI

ATHENS

The architecture of the store itself creates the fixtures and defines its corners. Solid wood, natural stone and whitewash are part of the brand’s essence. The mix of organic textures 
balances the construction materials.

IN STORE

MASSIMO DUTTI

ATHENS

MEN
COLLECTION

Premised on showcasing products, new types of displays are emerging. A need to display products hanging led to a new idea of a commercial showroom being created. 
Thus, capacity has increased and it has led to a look 
 that is less compartmentalised.

The entire space follows the brand’s essential interior design concept, harmonising every detail to consolidate an exclusive identity and lifestyle.

Choosing the pieces that best represent the concept of each collection and carrying out an exhaustive exercise in styling are the starting points of the new visual merchandising created by Massimo Dutti. In harmony with the space that houses them, the fixtures are made up of solid pieces with simple and functional lines that have been inspired by traditional carpentry. The versatility of the elements and the balance between shapes and materials allows a new dynamic path to be created.