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Deus ex Machina - Recreation - Milano (IT)

  • Deus ex Machina
  • Deus ex Machina
  • Deus ex Machina
  • Deus ex Machina
  • Deus ex Machina
  • Deus ex Machina
  • Deus ex Machina
  • Deus ex Machina
  • Deus ex Machina
  • Deus ex Machina

WHY IS THIS SHOP INTERESTING TO VIEW?

The Australian brand Deus ex Machina builds neatly customised motorcycles with the notion that doing something is more fun than just owning something. Deus ex Machina is a step bigger than a brand: it’s a culture. Deus didn’t set out only to sell custom parts and hand-built motorcycles, but to celebrate a culture of creativity.

 

Deus Ex Machina is a great example of where cult brands are headed in terms of store design moving to being a living expression of a lifestyle – somewhere a customer can live it, as well as experience product within a store. Deus Ex Machina does all of this and is pretty much everything the bike enthusiast could want in one block.

 

The slash store or the store hybrid concept has the power to make the heart beat faster. The store is set within a courtyard environment and showcases all of the motorbike, fixed gear bike and surf brands range of product and clothing.

 

There is also a café bar and restaurant complex done out in reclaimed vintage furniture with wood cut walls and wooden floors. The store also has access to Bullfrog, an adjacent modern but traditional-style barbers concept at the back. All are welcomed under the Deus roof, where there’s simply respect for the honesty and enjoyment of the machine, inclusiveness, authenticity and enthusiasm.

 

 

Deus Ex Machina - Italy - Milan from Gabri Maggio on Vimeo.

Via Thaon di Revel 3
20159 Milano
Italy
deuscustoms.com
year renovation: 2013
surface: 350 m²
updated: 03/2014

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