Concept Store Brera

Within just two months of winning the international design competition, we opened our very first concept store for Save the Duck right in the beating heart of Milan’s Brera district. Our winning idea wasn’t an average “fashion concept.” Instead of treating Save the Duck like a typical fashion brand, we leaned all in on what really sets them apart — that radical, uncompromising commitment to ethical fashion and sustainability.

We got playful, too: first we wrote and recorded a piece of radio fiction (phase 1), then turned it into a comic story (phase 2). In our heads, Save the Duck wasn’t just a brand — it was a movement, almost like an undercover ethical rebellion disguised as outerwear.

So that’s exactly what the stores became: secret bases, little urban outposts of a bigger mission. We even scripted the “brand ambassador” (aka store assistant) as the one who welcomes new recruits (customers) into the cause. The whole narrative took on a life of its own, and by the time we pitched the concept, we were half-convinced that behind the puffer jackets and playful branding there really was a secret animal-rights collective at work.

The result? A concept store that didn’t just sell products, but stories, values and a vibe. It was a huge success — and kicked off three years of creative partnership, where we kept fine-tuning and evolving the design. Proof that when you dare to see a brand as more than a logo, you can design spaces that do more than just look good — they spark conversations, make people smile and maybe even start a mini revolution.