The new design concept for Liu Jo, showcased in its store on Corso Vittorio Emanuele II in Milan, is rooted in a contemporary reinterpretation of Classicism and the defining elements of Italian architectural heritage. The square serves as the project’s compositional framework, structuring the space, while the rhythm of the classical colonnade is reinterpreted through sequences of fluting and geometric patterns across the walls. Harmony, proportion, rhythm and symmetry shape an architectural language that brings historical memory into dialogue with contemporary design.
The concept establishes a balance between rigorous geometries and fluid forms through the use of contemporary materials and technological solutions, including steel and mirrored surfaces. Curved elements play a central role in shaping the interiors, softening the rigidity of the previous layout while introducing visual continuity, movement and new connections between the different areas of the store. The result is a renewed retail space in which tradition and innovation come together to create a coherent and distinctive architectural identity.
