As Salone and Fuorisalone approaches, Frag has opened its first store in Milan.
It shares the ground floor of 38 Via Carducci with Olivieri in the Sant’Ambrogio district in the centre of the city. Rugs from Carpet Edition complete the mix in the Mo.1950 concept store.
Matteo Lualdi of the lualdimeraldi studio, who designed the layout -which covers less than 3,300sqft – has resisted the temptation to fit in a multitude of products. Less is more is his approach, with just 10 roomsets. These are of bestselling products and will be updated to include the 2022 collection after Salone.
‘The opening of the new store in Milan represents a real turning point for Frag, first by giving us a presence in the city of design par excellence, but also for the prestige of the exhibition spaces that host us, and above all for the importance of the partner with whom we have embarked on this new adventure. The philosophy underlying Frag production perfectly complements that of Mo.1950, both companies being traditionally attentive to quality,’ says Franco di Fonzo, Frag president.
