PLAN C Flagship Store

Architecture, Milano, 2025

The new Plan C flagship store in Via Manzoni 21, in the heart of Milan, marks the first step in the international expansion of the brand founded and directed by Carolina Castiglioni.

Conceived as a pilot model for future openings, the space introduces a new idea of retail: a flexible and infrastructural architecture capable of hosting collaborations, installations, and temporary residencies with other brands and creative entities.

The project was developed through a collaboration between the multidisciplinary platform  APRIL™ , which curated the strategic vision, and the architecture and design studio (AB)NORMAL, responsible for the architectural development and execution.

The store also permanently hosts ALIITA, the jewellery brand founded by Cynthia Vilchez Castiglioni, reinforcing the dialogue between fashion, design, and craftsmanship within a single spatial ecosystem.




Credits
Client: Plan C
Creative Direction: Carolina Castiglioni
Concept & Strategy: APRIL™
Architectural Design: (AB)NORMAL

Project Team: Mattia Inselvini, Luigi Savio, Davide Masserini, Camilla Morandi, Giulia Cova, Ginevra Conchetto, Marija Ivljanin, Silvia Piana

Year: 2025
Photography: Piercarlo Quecchia (DSL Studio)
Editing: Michela Pedranti (DSL Studio)