Three flexible pop-up spaces in Portanuova

Commissioned by Fondazione Riccardo Catella and Coima, and designed by Novembre Studio, three new pop-up retail spaces have opened in Milan. Located in Piazza Gae Aulenti and on Via Vincenzo Capelli, in the heart of the Portanuova district, these flexible spaces were conceived by Milan architect Fabio Novembre as “retail trucks with no wheels but are easy to move,” making them ideal for hosting temporary retail outlets.

Novembre Studio aimed to design structures that establish new connections and harmonize with the area’s distinctive architecture. With soft corners and curving lines, these pop-ups have a unique and iconic identity. Vertical glass walls amplify the perception of space and provide continuity between the internal and external environments.

Three flexible pop-up spaces

The architect opted for green for the exteriors after an in-depth analysis of the typical colors of Milan. Inspired by the green of Milan’s street furniture, the shade was reinterpreted through a contemporary lens to complement the vibrant, contemporary setting in Portanuova.

Every aspect of the design focuses on adding a dynamism to the retail offerings. Customizable elements, including lightboxes and illuminated signage, provide extensive communication and branding possibilities.

>>> Discover Foscarin Ferro pharmacy, another project by Novembre Studio