Sunnei's New Store: A Community Hub, Not Just a Concept Store

Where Artistry Meets Community in Milan

Sunnei, the avant-garde fashion label, is redefining the retail experience with an unconventional approach. On Thursday, during their Autumn/Winter 2025 showcase, the founders Simone Rizzo and Loris Messina will unveil a new store at their Milan headquarters. But rather than fitting into the typical concept store mold, they emphasize that it is simply a space for community engagement, creativity, and direct customer connection.

Breaking the Mold: Redefining Retail Spaces

The minimalist store situated at Via Privata Pietro Cironi is crafted as a sleek community hub. Sunnei aims to eschew the excessive design tendencies that often plague modern retail environments. “We are over the over-designed concept,” Rizzo insists, highlighting a desire for practicality and clarity in how the store operates. Visitors can expect to engage in lectures, exhibitions, and performances linked to their in-house radio station, Radio Sunnei.

The Essence of Experience Over Perception

Sunnei's founders have long playfully critiqued the fashion system's obsession with hype and applause. Their previous shows employed satire to unmask the absurdities of fashion culture, and this new store continues that thread. “A store doesn’t need a concept; it can simply exist as a space for people to appreciate the essence of the brand,” Messina stated. The founders aim to create an environment where customers can experience the lifestyle and authenticity that define Sunnei without pretentious fanfare.

Community-Centric Design: Connecting with Customers

One of the store’s key goals is to foster genuine connections between the brand and its consumer base. By transitioning from a predominantly digital focus to a more tangible, in-person experience, Sunnei hopes to establish a more personal relationship with its audience. Workshops and events featuring the brand's suppliers and designers are intended to invite customers into their creative processes. This model seeks not only to enhance sales but also to enrich the consumer experience in a way that online channels cannot replicate.

A New Chapter for Milan’s Retail Landscape

In light of ongoing challenges in wholesale markets, Sunnei’s pivot towards direct-to-consumer (DTC) operations only reaffirms their adaptability in uncertain times. Rizzo pointed out that many traditional models are becoming obsolete, and seizing the current moment offers an opportunity for reinvention. “A lot of businesses are down,” he noted, “so it’s a moment for everyone to focus on what’s essential.” The new store serves as a springboard into a future where the brand’s values are captured and expressed in real time to their clients.

Embracing Change: The Future of Fashion Retail

As Sunnei prepares to celebrate its tenth anniversary next year, the cofounders remain committed to their distinctive vision for a more relatable and immersive retail experience. By continuing to experiment with their approach to collections, events, and the consumer experience, they underline the belief that authenticity must triumph over superficiality in the fashion industry.

As Milan transforms with fresh energy, the launch of the new Sunnei store underscores a way forward for brands that aspire to capture the spirit of customer engagement while eschewing excessive commercialism. As the conversation around fitness in retail continues to evolve, Sunnei stands at the forefront of what community-driven retail can and should look like.