Within the urban context of Milan, Nabè’s first Italian flagship store takes shape, designed by DEFERRARI+MODESTI as a space capable of translating the brand’s core values—evolution, flexibility, and quality—into architecture.
More than a simple retail space, the project is conceived as a narrative device where product, space, and experience converge. At its core lies the concept of evolution, a key principle in Nabè’s philosophy: modular furnishings designed to accompany a child’s growth over time. This idea is translated into space through a flexible, reconfigurable system, capable of adapting to future needs while maintaining a clear and recognizable identity.
The interior is organized as a sequence of room-like settings that evoke real domestic environments, each representing a different stage of growth. These spaces allow visitors to imagine the use of the products in concrete, everyday contexts, creating an immersive and intuitive experience. The layout moves beyond the rigidity of traditional retail, proposing instead a fluid configuration that enables a dynamic reading of the space.
The relationship with the street is fundamental: five large display windows become an integral part of the project, offering deep and layered views into the interior. Each façade is structured across multiple levels of interpretation, reinforcing both visual continuity and the narrative dimension of the installation.
The entrance is conceived as an open and informal welcoming gesture. A system of wooden steps defines a broad threshold that functions not only as a circulation element but also as a space for interaction, encouraging engagement between adults and children.
Materiality plays a central role in shaping the identity of the space. Solid wood, a foundational element of the Nabè universe, is used not only in the products but also in furnishings and display systems, creating visual and tactile continuity. This is complemented by neutral surfaces conceived as discreet backdrops, alongside semi-transparent curtains that introduce a softer, more mutable layer, emphasizing the theme of transformability.
The color palette is built around warm, earthy tones: terracotta flooring establishes a tactile and welcoming base, while the walls shift from soft butter hues to deeper shades, accompanying the space with continuity. Green elements punctuate the layout, guiding the visitor’s path and reinforcing the visual identity.
The project also integrates spaces dedicated to interaction and sharing. Some areas are designed to be easily reconfigured to host workshops, meetings, and events, transforming the store into an active and participatory environment capable of fostering lasting relationships with the community.
CREDITS
Project: Nabè Flagship Store
Studio: DEFERRARI+MODESTI
Location: Milano
Year: 2026
Photography: Anna Positano, Gaia Cambiaggi | Studio Campo
