Its first store in Milan, in the central Via Manzoni. “Plan C Frame” is more than a boutique—it is an experiential space that brings together fashion, art, and design.
Plan C’s new flagship, developed in collaboration with the creative platform April and the Milanese architecture studio (AB)NORMAL, spans two floors designed to accommodate pop-ups, special events, and art exhibitions. The modular structure allows the spaces to be dynamically reconfigured, creating an ongoing dialogue between the brand and other creative entities.
The concept, designed by Creative Director Carolina Castiglioni, combines custom materials and colors to define distinct environments, where Plan C collections sit alongside carefully selected brands such as Aliita, Serax x Plan C, Valerie Objects, and Le Chocolat Des Français. The boutique thus becomes a creative laboratory where fashion, design, and culture intersect.
The first floor, illuminated by round skylights and featuring a mix of curved and squared lines, hosts Aliita’s shop-in-shop, celebrating the jewelry brand’s tenth anniversary. A circular portal welcomes visitors into a playful and immersive atmosphere, where vibrant jewelry and rotating niches create small surprises to discover.
A red spiral staircase leads to the basement, furnished with yellow carpeting and metal walls with modular displays, designed to host archival pieces and special art exhibitions. The Reading Room completes the experience, offering a selection of over 250 international magazines and hosting cultural and editorial events.
Coinciding with the opening, Plan C launches a capsule of candles and vases in collaboration with Serax, available exclusively at the boutique, alongside a curated selection of gifts and design objects, transforming “Plan C Frame” into a space where shopping, discovery, and creativity merge into a single experience.
With this new opening, Plan C confirms Milan as the center of its creativity, reinterpreting the concept of retail and inviting the public to experience dynamic, exciting, and immersive shopping.
