SUNNEI Store-café-gallery | 2050+

“A concept store with no concept.” say some on posters around Milan, accompanied by the SUNNEI logo, the words “STORE · CAFE · GALLERY,” and an address: “VIA PRIVATA PIETRO CIRONI 15, 20133 MILANO.” This verdict encapsulates the essence of SUNNEI’s newest space, set to open its doors on March 1, 2025. Following a heartfelt farewell to its first flagship on Via Vela, SUNNEI said goodbye to every kind preconceived notion of retail as well. It was time to discard conventional expectations and craft an experience that truly reflects the brand’s disruptive DNA—an approach that has already defined its fashion shows and now finds its missing piece in this space. Stripped of predetermined standard and unbound by traditional retail logic, the result is the ultimate SUNNEI formula, which indeed is hazardous and one-of-a-kind.

LOCATION PALAZZINA SUNNEI AS THE BRAND’S HOME

Starting from the location, the new 150 sqm store surprises for being housed inside the brand’s headquarters. By integrating retail within its creative hub, the brand blurs the boundaries between conception and consumption. Here, customers can shop just steps away from the very people who designed the pieces. Have a question about a garment? The designer might just come downstairs to answer it. Palazzina Sunnei is not just a headquarters—it is the beating heart of the brand. This store is the physical embodiment of sunnei.it, offering a gateway into the multifaceted SUNNEI universe, from ready-to-wear to SUNNEI Objects and the immersive soundscapes of Radio SUNNEI.

A HYBRID SPACE DESIGNED WITH 2050+

More than a store, more than a café—this space aspires to become Milan’s newest cultural hub. A meeting point where the community can engage with art in all its forms, from installations and exhibitions to listening sessions and live performances. The visionary architecture studio 2050+ has translated founders Loris Messina and Simone Rizzo’s ideas into a tangible, hybrid space defined by a “non-design” aesthetic. The result is a meticulously curated yet understated environment where various shades and finishes of white serve as a blank canvas, allowing SUNNEI’s vibrant universe to take center stage. 2050+ devised an abacus of geometric elements to structure the space: viewed from above, racks appear as lines, the café as a series of squares, and the fitting rooms as circles and curves.

COLLABORATIONS

At SUNNEI, essentiality, functionality, and form are guiding principles—from ready-to-wear to objects and now, to retail design. Here, this philosophy manifests in a conscious rejection of superfluous elements. Instead of grandiose design pieces, the space highlights meaningful collaborations with creative partners. A prime example is a handcrafted, mycelium-insulated sound system by the bio-design brand Mycoaudio, designed to enhance the store’s sonic identity, and the rugs crafted in collaboration with cc-tapis, a continuation of the partnership that debuted with the expansive 72 sqm carpet used for the FW24 show. Collaborating with Campeggi, the Sosia sofa by Emanuele Magini is featured in the space as one of the few design pieces whose presence makes sense in this context. The café is curated by Tommaso Vergano (Chinati Vergano, a family-run vermouth and liqueur producer, & Amore Liquido, a distributor of gastronomic non-alcoholic beverages) and Anastasia Posca (from Turin’s iconic Isola, a natural wine bar and cultural hub, and Dolphin Market, a concept store for food and design objects), both experts in the field. They have helped shape an inviting space where visitors can unwind, connect, or work while enjoying a meticulously selected range of gastronomic products and projects. SUNNEI’s new store is not just a place to shop—it’s a living, breathing embodiment of the brand’s ethos, an ever-evolving space where fashion, design, and culture converge.

STORE · CAFE · GALLERY
Via Privata Pietro Cironi 15, Milano
Tue–Sat, 10:30am–7:30pm