MVRDV takes part in the exhibition to launch #DGEVOLUTION featuring six international architecture firms chosen to create a new conceptual vision for future Dolce&Gabbana  boutiques.

Dolce&Gabbana ushers in a new era for its luxury retail boutiques by handing over creative freedom to six international architecture firms, who will transform individual stores in Milan, Porto Cervo, Capri, Tokyo, St. Barth, London, Brussels, Monte Carlo, Venice, Beijing, Los Angeles and Dubai, whilst responding to both context and the brand's history.

MVRDV is set to design a new flagship location in line with this new approach. A one of a kind, location specific design in collaboration with the brand to bring a unique interpretation of the Dolce & Gabbana story for contemporary buyers. This heralds a more emotive, diverse and cultural influence on their boutiques making them experiential, and a move away from the now dated concept store model. The designers of the fashion house have initiated a dialogue with the chosen architects to create radical and unusual perspectives for the brand and their locations, making them one-of-a-kind.

The exhibition launch for #DGEvolution is conceived as a specially curated overview of MVRDV projects to date and will be displayed in a purpose-built area in Dolce&Gabbana flagship Milan boutique located on Corso Venezia in Milan’s upscale Quadrilatero della moda shopping district.

Dolce & Gabbana’s values are intrinsic to Italy, with classic silhouettes, crafted fabrics and sharp tailoring at the core of its DNA. Luxurious yet unconventional, the brand’s strong identity continues to evolve with this radical approach to its boutiques which will reflect a combining of strong innovation with its origins and celebrates a brand whose identity lies in contrasting its features.