plan C opens ‘frame’ concept store in milan as hybrid venue for fashion, design and culture

red staircase anchors Plan C Frame concept store in milan

Carolina Castiglioni, founder of high-end women’s and accessories label Plan C, expands the presence of her brand in Milan with the opening of Plan C Frame, a retail-meets-culture concept. The project introduces a layered experience where visitors encounter Plan C’s signature womenswear and also jewelry, homeware, printed matter, and art exhibitions under one roof.

At the heart of the space is a bold red spiral staircase that leads to the Reading Room, a curated corner that gathers contemporary magazines across fashion, design, art, and culture. 

all images via @plancframe

Collaborations and Creativity Take Center Stage

The opening of Plan C Frame concept store also marks new collaborations. Jewelry brand Aliita, founded a decade ago, inaugurates its first dedicated retail space inside Frame, offering an intimate environment for its colorful and playful designs. Meanwhile, Plan C Silos, a homeware capsule developed with Belgian design company Serax, makes its debut exclusively at the Milan venue. The series of vases and candles draws inspiration from industrial storage structures, translating Plan C’s bold language into the domestic sphere.

Art anchors the launch as well, with the debut exhibition showcasing the work of illustrator and visual storyteller Christoph Niemann. Known for his witty ink drawings and covers for The New Yorker, Niemann features original works, prints, and editions that embody his unique way of turning everyday moments into reflections on perception and meaning.

Jewelry brand Aliita inaugurates its first dedicated retail space inside Frame

A New Chapter in Material and Color Experimentation

Plan C, established in 2018 by Carolina Castiglioni after a decade of developing projects at her family’s house, Marni, is defined by its distinctive play of masculine and feminine codes, expressive color, and experimentation with materials. Headquartered in the historic site of her great-grandmother’s fur atelier, the brand creates long-lasting garments designed for women with a clear and independent sense of identity. With distribution across leading international stores and flagships in Tokyo, Plan C now establishes Frame in Milan as a platform that extends beyond clothing.

at the heart of the space is a bold red spiral staircase

the project introduces a layered experience

this curated corner gathers contemporary magazines

the debut exhibition showcases the work of illustrator and visual storyteller Christoph Niemann

Plan C Silos is a homeware capsule

developed with Belgian design company Serax

the series of vases and candles draws inspiration from industrial storage structures

project info:

name: Plan C Frame | @plancframe
location: Milan, Italy 

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