Giada, an Italian fashion brand, has plans to open seven indoor pop-up stores across Beijing, Shanghai, Shenzhen, Xiamen, Shenyang, and Nanjing. The theme of their 2020 pop-up stores will be the GIADA COAT LAB, which will showcase the brand's core product - the cashmere coat.

The client has emphasized the importance of incorporating the brand's ethos, represented by the image of a flower on a rock. This image, a white calla flower, symbolizes the essence of femininity and elegance, yet remains strong enough to withstand the challenges of life while maintaining its grace. The rock, on the other hand, represents masculinity and seriousness.

When tasked with designing the first Milan flagship store, architect Claudio Silvestrin envisioned a space that would embody this image. GIADA's creations, which preserve a feminine soul dressed in pure and rigorous cuts, reflect the harmonious balance of these two essences.