Save the Duck Concept Store

Within two months of winning the international design competition our first concept store for Save the Duck was open in the heart of Milan, the Brera district. The concept behind our winning entry was a bit of a narrative device. Rather than thinking of the client as a fashion brand we focused on Save the Duck radical commitment towards ethical fashion and sustainability. We wrote and recorded a piece of radio-fiction (phase 1 of the competition) and then a comics story (phase 2 of the competition). All along we imagined the client being an ethical fashion movement disguised as a fashion brand.

The stores have therefore been designed as outposts or secret bases. We even designed the interaction between the brand ambassador (customer assistant) and the new  recruits (customers). The narrative device became so strong that it led our entire design process to the point that when we presented our winning entry we were almost sure that Save the Duck, behind the successful fashion activity, is a secret animalism movement in disguise. The concept store was an astounding success and paved the way for three years of brilliant collaboration with the brand and incremental improvement of our interior design.