Moschino Chooses Hines' Spiga 26 as its New Home in Milan and In Doing So Becomes its Primary Flagship Store in the World

The arrival of Moschino at Spiga 26 represents a milestone in Hines’ development strategy, aimed at forging a new creative district in Milan, intended as an experiential destination, a place in which innovation, inspiration, and influence in the world of fashion, design, culture, and lifestyle all come together

(MILAN) – Moschino is the first brand to have selected Spiga 26, acquired by international real estate firm, Hines, in a joint venture with a large Dutch pension fund manager in 2019, as the location to open its three-floor, 600-square-meter primary Milanese boutique, within the historic Palazzo Pertusati at Via della Spiga 26.

The building at Via della Spiga 26, in which Hines has invested through a real estate fund managed by Savills Investment Management SGR S.p.A., was the object of a huge renovation, which will be completed in Spring 2022, designed and curated by Scandurra Studio Architettura and SCE Project, with a focus on the development of the interior spaces.

Spiga 26 is a late 18th-century historical building, standing on the remains of the ancient Pertusati Palace in the center of Milan. The 13,000-square-metre mixed-use building is located in the heart of the Milanese iconic fashion district and the building has been developed across three levels, with an interior green courtyard measuring 180 square meters, a 3,000 square meter space dedicated to a new experiential concept of high-street retail, and upper floors to be converted into exclusive and innovative office spaces, in line with the highest standards of environmental sustainability and energy efficiency, which aims to achieve international LEED Gold certification.

Moschino’s new boutique, subdivided into three levels between Via della Spiga and Via Senato, will occupy 600 of the 3,000 square meters dedicated to retail space in the 18th-century building which has undergone a sustainable and comprehensive refurbishment, now in its final stages. The internal retail spaces have been completely redesigned with a particular focus on the architecture and design solutions aimed at improving the space available for commercial use, and will be characterized by a functional linear distribution with four floor-to-ceiling windows looking out onto Via della Spiga.

“We chose a spacious multi-level location, that offers a strong visual impact from the street, to represent not only our love for Milan, which has always been the heart of the Moschino fashion house, but also our faith in this project. This space, which will be the brand’s primary flagship store in the world, also reflects the major changes and investments which the maison has been making in recent months, despite the pandemic. Given the strength of the brand, we look confidently and with high expectations to the future, starting right here in Milan. For this project we will collaborate with an important name in the world of retail and luxury, Andrea Tognon and his eponymous architecture studio, under the direct supervision of our Creative Director, Jeremy Scott." commented Stefano Secchi, Managing Director of Moschino.

“We’re excited about Moschino becoming the first tenant at Spiga 26,” stated Mario Abbadessa, Senior Managing Director & Country Head of Hines Italy. “Since inception, Moschino has been known for its innovative spirit and pervasive and unconventional creativity in the lifestyle sector, which we believe marries perfectly with our project. In fact, with Spiga 26 we aim to create a space with a unique identity in the retail world, an experiential space characterized by the cross-pollination between fashion, design, culture, food, and business, on a historic street that is synonymous internationally with elegance and which, at Hines, we are reactivating with a calendar full of artistic, cultural and community engagement initiatives dedicated to promoting its attractive long-term potential.”

“During this very complex time, in which the retail world was particularly impacted and is quickly changing its dynamics, it’s fundamental to be able to rely on a landlord that is also a business partner, with flexibility and foresight. We chose Hines because we immediately perceived this approach and this openness, qualities that are rare these days. We believe deeply in this project and wanted to be the first to give a strong message. Via della Spiga is still the most beautiful shopping-fashion street in Milan. We know it will recover and this project will be the icon of its revival, not just for shopping, but for the 360° experience that it will be able to offer,” concluded Stefano Secchi, Managing Director of Moschino.

The advisor on the project was 18 Montenapoleone Retail Consultancy & Brokerage which, in collaboration with GVA Redilco, is handling the marketing of Spiga 26’s retail spaces.

About Hines

Hines is a privately owned global real estate investment firm founded in 1957 with a presence in 255 cities in 27 countries. Hines oversees investment assets under management valued at approximately $83.6 billion¹. In addition, Hines provides third-party property-level services to more than 367 properties totaling 138.3 million square feet. Historically, Hines has developed, redeveloped or acquired approximately 1,486 properties, totaling over 492 million square feet. The firm has more than 171 developments currently underway around the world. With extensive experience in investments across the risk spectrum and all property types, and a foundational commitment to ESG, Hines is one of the largest and most-respected real estate organizations in the world. Since entering Europe in 1991, Hines has grown its European platform to include offices in 16 cities as well as a presence in 62 cities in 13 countries. Hines oversees investment assets under management valued at approximately €21.7 billion and provides third-party property-level services totaling 3.9 million square meters in Europe, in Austria, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Poland, Spain and the United Kingdom.

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1Includes both the global Hines organization as well as RIA AUM as of 30 June 2021.

About Moschino

Italian luxury brand Moschino was founded in 1983 by Franco Moschino and rose to the forefront of the international fashion scene through the ironic, tongue-in-cheek designs. In 2013, Jeremy Scott was appointed Creative Director and the brand hit a new high with his unexpected original designs that paid homage to Franco Moschino’s original concepts but were infused Scott’s unique vision and sartorial wit. The first collection created by the American designer has been presented in February 2014 on the occasion of Milano Moda Donna Fall-Winter 14-15.

Moschino S.p.A. is the owner of the Moschino brands. The company, which was a licensor of AEFFE S.p.A. since from the brand debut in 1983, was acquired by AEFFE S.p.A. in 1999.

The brand is now distributed in 86 countries and has boutiques in the most important fashion capitals of the world.

About Spiga 26

Spiga 26 is the urban regeneration project of Hines – the international real estate firm – which aims at recovering the historic 18th century Palazzo Pertusati and transforming it into a unique space and a platform for “discovering experience”, characterized by the cross-pollination between fashion, business, design, culture, and food.

Covering 13,000 square meters, in one of the most iconic locations in the city, 3,000 square meters are dedicated to retail, with an interior green courtyard measuring 180 square meters. Spiga 26’s retail space will be arranged on 3 levels, which can be single or multi-tenant thanks to the extremely flexible layouts, designed to become the city’s new cultural reference and meeting point.

Thanks to its double entrance, the space opens out onto Via della Spiga 26, with 3 floors above ground level plus one under, and Via Senato 19, with 7 floors above ground level plus two under. In particular, the main entrance from Via della Spiga is characterized by 18 large and bright windows that have been redesigned and expanded to floor-to-ceiling height, which directly overlook the street for a total of 65 meters. Inside the spaces are connected by an exclusive 180 square-meter central green courtyard which serves as a magnificent compass.

On the fifth and sixth floors, which overlook Via Senato, the commercial areas are further expanded with nearly 1,000 square meters of additional space, further enhanced by over 800 square meters of terraces and a glass box featuring 360° views of the city, which contributes to the exclusive allure of this unique location.

The building’s new commercial identity was established and designed with a strong focus on sustainability. In fact, Spiga 26 aims to achieve LEED Gold certification, thanks to the measures being put in place to qualify as a “sustainable site”, to facilitate the use of electric and low-emission cars by tenants, and to guarantee the efficient use of water, careful monitoring of energy consumption, use of sustainable materials, and a focus on the quality of the internal environment.

With Spiga 26, Hines has also become the promoter of a series of cultural initiatives featuring the street and Milan, aimed at transforming the urban fabric into an artistic location in which private and public spaces borrow from one another, creating a new “creativity district” in one of the most prestigious and well-known places in the world: the Quadrilatero della Moda. To this end, the marketing campaign’s first projects and events are starting to bear fruit: the launch at the start of this past July, “SEMINA – L’Infiorata di Via della Spiga”, in which Noto’s master flower artists used petals and buds to illustrate the concept “Semina delle idee” [Sowing of Ideas], inspired by 13 creative icons and minds from the design, fashion, culture, sport, and lifestyle worlds; “AUDI CITY LAB”, the idea laboratory that animated the city of Milan for the entire month of September with its exclusive “Enlightening the Future” project created by the Marcel Wanders Studio and the exhibit of renowned photographer Albert Watson’s work during Milano Fashion Week; and the docu-film “ALIAS”, narrated by and featuring actress and model Greta Ferro, a great narrative work which traced the origins of the definition of the Quadrilatero, from the history of Via Spiga until today, through the story of the evolution of costumes, society, and language, with a particular focus on the world of fashion.