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Salone 2017: The Future Of Retail With Multiplex by Tom Dixon

The films are rolling, the shops are open, the food and drinks are being hacked and served; Multiplex is in full swing. Experience the reliably cool eccentricity of Tom Dixon.

  • The Multplex Chandelier shop showcasing our latest adventures in optics & reflectivity.

  • The Multiplex Perfumery shop operated by department store la Rinascente

  • The Multiplex Rubber Shop curated by tyre giant Pirelli and Italian motorcycle manufacturer Moto Guzzi – showcasing for the first time a Tom Dixon x Moto Guzzi bike and limited-edition tyres designed by Tom.

  • The Multiplex Antiques Shop curated by Giustini / Stagetti Galleria O. Roma.

  • Multiplex Cinema by Tom Dixon for Milan 2017

  • Melt Wall Lights in Gold designed by Tom Dixon

  • Melt Wall Lights in Chrome designed by Tom Dixon

  • New Optics Lighting collection designed by Tom Dixon

  • Bottom of the new Optics Lighting Collection designed by Tom Dixon.

  • Bottom of the new Optics Lighting Collection designed by Tom Dixon.

  • (Left) S Chair and Beat Fat Pendant Cluster by Tom Dixon. (Right) Linear Canopy Lights by Tom Dixon.



BY Sophia Watson

April 7th, 2017


You can pretty much count on this quirky Englishman to deliver the goods – not just in terms of product, but also experience.

This year, Dixon brings up Multiplex – bringing together design, technology, fashion, film and interiors to explore how the future of retail might look, sound, smell, taste and feel.

The space has been design to provide an oasis of comfort and entertainment for the exhausted design aficionado, the tourist and the busy professional juggling appointments under the Milanese sun or escaping from the early spring showers.

Here, visitors are able to explore departments dedicated to technology, home, fashion, beauty, jewellery, as well as a food hall. The space will host an eclectic range of events, installations, pop-ups and interventions.

Dixon explains: “The high streets are fighting a losing battle against the shift to online shopping, while eye-watering rents for prime locations squeeze traditional stores even further. It is time to radically rethink how these spaces can become relevant again in a digitally-defined future. The Multiplex is a prototype shop for the future, a multiple stage for new ideas.”

And to that end, Dixon has integrated a series of mega cool elements to the space. Here’s just a few things that visitors can expect to find:

  • Drinks at the Johnnie Walker VIP Lounge and complimentary Whisky mentoring sessions, hosted by Global Brand Ambassador Tom Jones.
  • The Hack Bar: A cafe created by Arabeschi di Latte with Bibendum Food Experience, serving cinema and bar classics with a twist.
  • The Corn Kiosk: Hack of the classic popcorn kiosk, turning popcorn into real dishes. Piles of corn are ready to be spiced up with fresh and dried condiments, from bacon to sage, from dried tomatoes to charcoal.
  • Complimentary Gelato by Carpigiani, flavoured by Antonella Bondi and served in ceramics cones hand-made by 1882 Ltd.
  • Exclusive preview of the Tom Dixon x BEMZ custom-made covers, including a haute-design/couture concept of a DELAKTIG cover, to be displayed in the VIP lounge of Multiplex.
  • A Rubber Shop curated by tyre giant Pirelli and Italian motorcycle manufacturer Moto Guzzi – showcasing for the first time a Tom Dixon x Moto Guzzi bike and limited-edition tyres designed by Tom.
  • Also in The Rubber Shop: handmade chewing gum performances will be created by Arabeschi di Latte with London based Mexican designer Fernando Laposse.
  • A Perfumery shop operated by department store la Rinascente
  • A Chandelier shop showcasing our latest adventures in optics & reflectivity.
  • An Antiques Shop curated by Giustini / Stagetti Galleria O. Roma.
  • 5 more shops in the Galleria operated by leading home sound system SONOS, IOTA (a social project striving to design beautiful handmade objects for the interior while creating jobs for otherwise unemployed people worldwide), furniture maker MABEO, luxury surface brand COMPAC (in collaboration with acclaimed artist and designer Arik Levy) and IKEA.

Dixon finally notes that not unlike the future of next-gen retail, Milan is all about the perfect curation of multifaceted ideas and experiences.

“Milan in April turns into the Glastonbury of Design – a huge explosion of ideas, colours, shapes and functions, a massive influx of design obsessives all seeking the latest ideas. This year we have acknowledged the need for a place to stop, to refuel, to catch up on the newest concepts and latest designs and share the full excitement of our latest products. We’ve chosen this iconic 1950’s Galleria and Cinema so that we can fully embrace the delicate balance of commerce, culture and entertainment that makes Milan the best Design Festival of the year.”


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