Sunnei
April 2025
With the opening of their new Milan flagship, SUNNEI co-founders Loris Messina and Simone Rizzo continue to expand their creative vision beyond fashion. Known for a hybrid approach to design, communication, and community-building, they imagine spaces that function like living systems—where retail, art, music, and connection blur into one shared experience.
Temple Magazine
With the opening of your new store in Milan, how did you translate your vision into a physical space?
Loris Messina and Simone Rizzo
The key was to apply the disruptive approach that defines everything we do—whether it's how we conceive a fashion show or develop our collections—to the very concept of retail. We wanted to create our own interpretation of a store, free from traditional standards. For us, that meant bringing it inside our headquarters so that if a client has a question about a product, the designer is just a few steps away, ready to answer. This shortens the distance between the creator and the wearer.
Additionally, the space houses a café and a gallery, reinforcing our vision of making it Milan’s newest cultural hub—a meeting point where people can engage with art in all its forms, from installations and exhibitions to listening sessions and live performances.
Temple Magazine
Your brand consistently explores the interaction between digital and physical. Was this new store designed as an extension of that hybrid approach?
Loris Messina and Simone Rizzo
Absolutely. This store is the physical manifestation of sunnei.it, offering a tangible experience of our multifaceted universe. As you step inside, the music playing comes from Radio SUNNEI, our digital platform streaming music and visuals 24/7. Just like online, the space doesn’t solely showcase ready-to-wear; a dedicated section features SUNNEI Objects, reflecting another key aspect of our brand. Both Radio SUNNEI and SUNNEI Objects are essential to our identity, so it was crucial to give them the right visibility within the new flagship.
Temple Magazine
SUNNEI has redefined traditional retail experiences. Beyond shopping, what kind of engagement do you want visitors to have in your new space?
Loris Messina and Simone Rizzo
We love that people come here not just to shop but also to grab a coffee, enjoy a delicious slice of cake, or simply relax on the outdoor seating while soaking up the sun. That’s exactly the kind of atmosphere we wanted to create—a space where people feel welcome at any time, for any reason.
With this in mind, we launched a monthly event series called SUNNEI MOMENTO, where we bring our community together at the store and via YouTube livestreams to share meaningful real-life experiences. The first edition was a book launch, and it was amazing to see how warmly it was received.
Temple Magazine
How do you see the relationship between fashion and design evolving today?
Loris Messina and Simone Rizzo
Today, the boundaries between creative disciplines are more fluid and interconnected than ever. For us, this has always been second nature—our projects have consistently blended different artistic expressions, which is why reducing SUNNEI to just its fashion side would be limiting. Fortunately, this perspective is shared by the artistic and design community, which has always been among the most enthusiastic supporters of the brand.
Temple Magazine
With this new Milan store opening, what’s next for SUNNEI? Are you planning further expansions, collaborations, or new ways to push your universe forward?
Loris Messina and Simone Rizzo
The next step is the opening of our gallery. Our flagship is defined as a Store-Café-Gallery, and while we opened the store and café in March, this month we are finally unveiling the gallery space with a special event. After that, our focus will be on making the most of these existing spaces, ensuring they fully express their potential.
Temple Magazine
With the opening of your new store in Milan, how did you translate your vision into a physical space?
Loris Messina and Simone Rizzo
The key was to apply the disruptive approach that defines everything we do—whether it's how we conceive a fashion show or develop our collections—to the very concept of retail. We wanted to create our own interpretation of a store, free from traditional standards. For us, that meant bringing it inside our headquarters so that if a client has a question about a product, the designer is just a few steps away, ready to answer. This shortens the distance between the creator and the wearer.
Additionally, the space houses a café and a gallery, reinforcing our vision of making it Milan’s newest cultural hub—a meeting point where people can engage with art in all its forms, from installations and exhibitions to listening sessions and live performances.
Temple Magazine
Your brand consistently explores the interaction between digital and physical. Was this new store designed as an extension of that hybrid approach?
Loris Messina and Simone Rizzo
Absolutely. This store is the physical manifestation of sunnei.it, offering a tangible experience of our multifaceted universe. As you step inside, the music playing comes from Radio SUNNEI, our digital platform streaming music and visuals 24/7. Just like online, the space doesn’t solely showcase ready-to-wear; a dedicated section features SUNNEI Objects, reflecting another key aspect of our brand. Both Radio SUNNEI and SUNNEI Objects are essential to our identity, so it was crucial to give them the right visibility within the new flagship.
Temple Magazine
SUNNEI has redefined traditional retail experiences. Beyond shopping, what kind of engagement do you want visitors to have in your new space?
Loris Messina and Simone Rizzo
We love that people come here not just to shop but also to grab a coffee, enjoy a delicious slice of cake, or simply relax on the outdoor seating while soaking up the sun. That’s exactly the kind of atmosphere we wanted to create—a space where people feel welcome at any time, for any reason.
With this in mind, we launched a monthly event series called SUNNEI MOMENTO, where we bring our community together at the store and via YouTube livestreams to share meaningful real-life experiences. The first edition was a book launch, and it was amazing to see how warmly it was received.
Temple Magazine
How do you see the relationship between fashion and design evolving today?
Loris Messina and Simone Rizzo
Today, the boundaries between creative disciplines are more fluid and interconnected than ever. For us, this has always been second nature—our projects have consistently blended different artistic expressions, which is why reducing SUNNEI to just its fashion side would be limiting. Fortunately, this perspective is shared by the artistic and design community, which has always been among the most enthusiastic supporters of the brand.
Temple Magazine
With this new Milan store opening, what’s next for SUNNEI? Are you planning further expansions, collaborations, or new ways to push your universe forward?
Loris Messina and Simone Rizzo
The next step is the opening of our gallery. Our flagship is defined as a Store-Café-Gallery, and while we opened the store and café in March, this month we are finally unveiling the gallery space with a special event. After that, our focus will be on making the most of these existing spaces, ensuring they fully express their potential.
