Toys Noise

Franchise corporate branding and retail design for a toy shop at Magazzini Porta Genova, Milan: a project spanning architectural design, interior design, graphic design, and interaction design.

The scheme includes renovation of a train wagon on the site, a masterplan for the Magazzini complex, and a complete identity system for the Toys Noise brand.

The project explores the spatial and experiential conditions of retail as a form of play, where the shop itself becomes part of the product.