Classico Italia- a consortium of the finest tailors from Italy were looking for a new brand identity for their first flagship store to be built in Shanghai. Using ‘dandyism’ as an inspiration and all its social, cultural and aesthetic implications, it was proposed to develop an oversized inhabitable ‘gentlemen’s box’ the ultimate elitist symbol of the new generation of gentlemen.

The hand crafted box, lined in rare timbers and suede, provided a ‘made-to-measure’ solution for all the display systems for the various accoutrements and male attire, As a final play on the wording Classico Italia, and to give a whimsical twist to the exterior of the box, 4 extra large classical cornices were seamlessly morphed into one another along its outside surface, which gave the overall composition a sense of sartorial propriety.