SHOE has opened its first flagship store in Milan, situated in the heart of the Brera district. The two-level store is rooted in the brand’s colors, codes, and tradition and introduces a dynamic and sensorial place, the perfect synthesis of clean design and Italian heritage. Light is a dominant element. The entrance featuring two windows in front of the street creates a sense of openness between inside and out. An orderly and fluid atmosphere, sometimes hypnotic. When inside, neutral and rough walls highlight the available surface. At the same time, steel furnishing elements, robust volumes, and fuchsia details evoked by the central counter and the dressing room create a visual and material contrast with the surrounding environment.