Milan’s fashion landscape has a new disruptor—Palazzina SUNNEI, a store, café, and gallery hybrid that redefines retail as an immersive cultural experience. It just opened its doors on March 1, 2025, during Milan Fashion Week! The space is a seamless extension of the brand’s ethos, a meeting point for fashion, art, and community engagement. Located at Via Privata Pietro Cironi 15, this new concept blurs the line between creation and consumption, offering visitors the chance to shop, connect, and experience SUNNEI’s world in an entirely new way.
A “Concept Store with No Concept”
The new SUNNEI flagship challenges conventional retail. Posters across Milan teased the opening with the phrase “A concept store with no concept”, reflecting the brand’s radical departure from traditional retail structures. More than a boutique, Palazzina SUNNEI serves as an evolving creative hub, where customers can interact directly with designers, engage with rotating art installations, and even discover curated gastronomic experiences.
Design and Architecture: A Minimalist Playground
Designed in collaboration with the visionary architecture studio 2050+, the space embraces a “non-design” aesthetic, allowing SUNNEI’s vibrant universe to take center stage. Clean lines, geometric structures, and a palette of understated whites form a dynamic yet understated backdrop. From above, the layout appears as a masterfully composed interplay of lines, squares, and circles, reinforcing the idea of a multi-dimensional shopping experience.
Beyond fashion, SUNNEI’s new home incorporates collaborations with leading creatives, further enhancing the space’s sensory and conceptual appeal. The custom-crafted mycelium-insulated sound system by bio-design brand Mycoaudio sets the tone for an immersive auditory experience. The iconic Sosia sofa by Emanuele Magini finds a home in the store, adding to the space’s unexpected yet intentional design language. Meanwhile, a selection of rugs co-created with cc-tapis extends the creative partnership first introduced at SUNNEI’s FW24 show.
A Cultural and Culinary Experience
In line with its ethos of multidisciplinary expression, SUNNEI expands its vision beyond fashion. The in-house café serves as a social hub, curated by Tommaso Vergano (Chinati Vergano, Amore Liquido) and Anastasia Posca (Isola, Dolphin Market)—experts in crafting gastronomic experiences that merge art, culture, and taste. This welcoming space invites guests to unwind, collaborate, or simply immerse themselves in SUNNEI’s carefully curated world.
SUNNEI’s New Chapter
By housing its flagship store inside its own headquarters, SUNNEI blurs the line between creation and retail, making shopping a more personal, engaging, and interactive experience. Visitors can explore the brand’s ready-to-wear collections, SUNNEI Objects, and the signature soundscapes of Radio SUNNEI, all within a space that embodies freedom, exploration, and creativity.
Palazzina SUNNEI is not just a destination for fashion—it’s a living, breathing representation of the brand’s DNA. Whether you’re shopping, enjoying a curated drink, or engaging with contemporary art, SUNNEI’s new flagship is a must-visit for those who appreciate fashion as an evolving cultural dialogue.
