Stone Island . Munich

Long before social media, Stone Island built a loyal community of followers, drawn by the brand’s devotion to research and technology. The new stores – in Chicago, Seoul, Munich, Stockholm – complement Stone Island’s current online presence. Here, the physical and virtual journeys come together.

The new stores are the base for Stone Island’s community. Altar-like spaces and objects resonate with the rituals of the followers and appeal to new customers. Niches for archive pieces and prototypes – results of years of experimentation in Stone Island’s lab in Ravarino – and dedicated rooms for collaboration and processes highlight the brand’s dedication to innovation. The stores serve the community beyond opening hours; public presentations, salons, workshops and private events take place here.

The design guidelines applied to the new stores reflect Stone Island’s approach to product design and experimentation on materiality. Off-the-shelf materials go through unique treatments to acquire different appearances and properties. Recycled paper and resins are compressed under high pressure to become Stone Island’s own defined ‘concrete’. Cork – the central material to the Stone Island stores – is burnt, sandblasted and coated, turning dark and textured, while remaining sound absorbent and humidity controlling. Corrugated steel panels, sand-coated, acquire a soft surface. In Chicago, a chandelier-like digital display, suspended from the ceiling, broadcasts Stone Island’s culture, music, and storytelling to its community.

Situated in Munich’s Old Town, the three-floor store has a façade cut from local granite that blends with the historical fabric. Catering to the region’s strong community and following, a cork-clad VIP room, located on

the first floor, serves as an extra feature, while in the basement, a flexible event space hosts a wide range of activities within the community.