The firm’s constant support for contemporary art has led to a new proposal that has once again transformed the shop into an exhibition and experience space.

Under the title The Study of Matters, the artistic project implemented in the flagship store in Milan allows us to visualise how the works are organically integrated both in the shop windows and in the physical space of the shop. Wood and ceramics, two elements intrinsically linked to the new shop concept.

The redesigned interiors represent the brand’s natural evolution towards a more sophisticated shop concept. Through the use of handcrafted materials, artisanal techniques, furniture and a shift towards more organic shapes and neutral, natural colours, the shops now exude a sense of purity that enhances the brand’s new interior concept.

Once again Massimo Dutti’s aim with this initiative is to make way for art, interior design and design in its most iconic shops.