North Sails Flagship Store

Vanda+Marcel were tasked by North Sails to design, project and cost manage their HQ development in via Dante in the heart of Milan’s historical and commercial district between the Duomo and Castello Sforzesco. The NS HQ development comprises a 200 sqm Flagship Store, two storeys of workspace and a penthouse showroom with terrace and event space overlooking the rooftops of Milan.

The first project to be delivered on site was the Flagship Store, in time for the AW24 Christmas shopping. The store features two street frontages: the main one along via Dante and the second one along Via Camperio. The interior and fixtures design builds upon V+M successful design for the North Sails Saint-Trôpez Flagship increasing the relevance of Performance Sailing as core-metaphor to adapt brand values for retail design.

Wall display systems, just like performance sailing yachts, are geometrically accurate and essential in their use of material and components parts. Satin-finished aluminium is the primary material with touches of stained birch plywood and solid wood veneer to celebrate the brand’s heritage and authenticity. Folded and hung SKUs can flexibly be re-arranged along the modular wall display. Self standing fixtures have been designed to inspire the shape of main sails, bows and wing-foiling boards through the use of curved profiles, single and double curved surfaces.

To capture the essence of performance sailing V+M designed a sculptural piece right at the entrance of the store. NS:Hull01 is an hybrid retail design fixture, part wall, part room, part art-installation. Its form is reminiscent of a bow of a sailing yacht and its location and orientation engages with the street frontage and the curious looks of the passer-by. As much as the entrance space is dedicated to performance sailing and technical collections, the rear space – the Stern – towards Via Camperio has a calmer and softer atmosphere, celebrating the Brand’s sartorial heritage and quality. The Stern features a full height timber and mirrored glass seating fixture finished with steam bent birch timber. Between Bow and Stern, a graphic design installation celebrates North Sails commitment towards Ocean conservation and sustainability. Throughout the store, recycled sails, picked up from the North Sails Loft in Carasco, have been upcycled to become wall covering, upholstery seating and fitting room curtains.