MSGM opens flagship store in the Middle East

BinHendi partners with the Italian brand to bring trendy, contemporary luxury to Dubai


Dubai, November 29, 2015 – MSGM, the Italian contemporary luxury brand well known for its young and motivated concept, opened its first monobrand store in the Middle East.


BinHendi Enterprises, the region’s leader in fashion, watches and jewellery, collaborated with MSGM to bring the brand to the UAE. The brand’s fourth store worldwide is located at The Dubai Mall, in Fashion Avenue, Level 1 and covers more than 100 square metres.


A trunk show featuring the brand’s latest menswear, womenswear and accessories was the highlight of the store opening event attended by officials from Bin Hendi and VIP guests. 


Created in 2009 by Creative Director Massimo Giorgetti, MSGM is well known for its strong ability to captivate trends due to its young and motivated team. Giorgetti’s skills as a seasoned DJ helped him seamlessly mix and match his passion for music, art and aesthetic into an iconic brand that boasts a kaleidoscope of colours, shapes and lines capable of catching public interest and attention. Even the name of the brand MSGM is rooted in music and artistry as Giorgetti took inspiration for the brand name from the popular bands MGMT and The Strokes.


MSGM has been met with considerable commercial and critical success worldwide as the brand’s DNA combines the greatness of tradition with the new millennium’s desire for revolution. The brand’s fame has led Massimo Giorgetti to even be named as one of the most promising revelations of the “Who’s on next” contest sponsored by Vogue Italia among other accolades.


The concept for the Dubai boutique, as with all MSGM boutiques, was conceived Massimo Giorgetti, in collaboration with CLS Architetti together with a team of local architects.


Flexible, modular iron structures create a dynamic exhibition of products, alternating with black and white marble surfaces broken up by a fluorescent yellow line as a distinctive signature of the brand.


The lighting is uniform, like that of a museum, diffused by neon tubes emerging from the ceiling in various geometrical forms. On the racks, the clothing appears enveloped in a special light that exalts the colours and contextualises the garments perfectly within the space.