LABeless
LABeless is a reinterpretation through urban element contamination to the iconic role of the trench coat, which, from a symbol of business class, becomes dynamic and youthful, an element of personal expression and creativity, while maintaining its iconic exclusivity becomes an emblem of freedom and for a new target audience.
Target
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The new, young, and dynamic consumer is defined as a life explorer, driven by the quest for freedom, authenticity, and a sustainable footprint in the world around them
Retail store concept
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The retail space is designed as a blank canvas where the essence of the consumer emerges and acts, customizing both the environment and the product.
Retail area 01 - Trench exposition
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At the entrance of the shop there are 5 trench coats of different types for materials, shape and fit. This exhibition welcomes the customer with writings about LABeless values and experiences
Retail area 02 - Immersive experience
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The customer can enter the mood of LABeless through a dedicated area. In this area they have the opportunity to watch videos, interviews and stories of artists expressing the values of the store. Screens can also physically involve the customer, who will find himself inside a dome to get in touch with the spirit of the store.
Retail area 03 - Lab
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The Lab is made to be used by famous artists housed by the store and by everyday. There are patches, metallic items, new and old liners, buttons, brooches and so on. Everything is useful to give a second life to those trenches previously bought.
PERSONAL WALL
COMMUNITY WALL
Out-of-store experience
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Each customer can discover white walls in the urban area and, by scanning the application, create a customization, personal or collective, that can be shared in the LABeless community.
This type of silent advertising creates a network of connections between customers, is sustainable and, above all, establishes a connection between the urban context and the store’s philosophy.
Rinascente shop windows
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Labeless displays in Milan's Rinascente, occupies two windows of the store.
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The first window showcases the product, emphasizing the brand's core value of personalization, particularly in customizing trench coats for those with an artistic inclination.
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In the subsequent window, an installation featuring a white canvas symbolizes genderless and free expression. Activated by a pop-up mechanism, the canvas transforms transparent, revealing an urban setting and a figure adorned in a trench coat. Both the individual and the city are holographic, representing diverse expressions of freedom.
