The client
Sustainable Friends is a concept store near Piazza San Babila in Milan. Here, the World Sustainability Organization (WSO) promotes the culture of sustainable development as an alternative to consumerism.
The concept
The store concept is inspired by nature and translated into a clear narrative that guides customers through two certified product worlds: Friends of the Sea and Friends of the Earth.
The fit-out
Finishes and graphics are used as primary design tools. The wall dedicated to Friends of the Sea certified products features an underwater seabed image. On the opposite side, the Friends of the Earth wall is fully clad in stabilised green plants, extended towards the staircase to reinforce continuity. A printed floor with a wave graphic connects the two walls, visually flowing from the seabed towards the planted surface.
Given the compact footprint, the project prioritises slim, softly rounded fixtures and avoids unnecessary elements. The fit-out includes only what is essential to present collections developed according to ethical and sustainability principles, keeping the space clear, coherent and easy to navigate.
