Opening in MILAN! BOYY, FOS & OK-RM VIA BAGUTTA IS A SLENDER STREET PAVED WITH COBBLESTONE THAT WINDS LIKE AN ARTERY IN THE BEATING HEART OF MILANESE CLASSICAL RETAIL. PEERING IN THE SHOP WINDOWS, YOU SEE ROSEWOOD FINISHINGS AND DRAWERS THAT SILENTLY OPEN AND CLOSE TO REVEAL GARMENTS MADE FROM THE WORLD'S FINEST MATERIALS; ALL THE OBJECTS ARE SOFTLY UPLIT. UNTIL YOU REACH NUMBER 9. WHERE AN OVERSIZED CERAMIC HAND IS MOUNTED ON THE FAÇADE, INDICATING ‘THIS MUCH’. WHICH IN TURN INVITES YOU TO QUESTION: HOW MUCH IS THIS MUCH? THE HAND HANGS AT THE THRESHOLD OF THE BOYY SPACE, WHERE LUXURY IS REVALUATED. CREATED BY ARTIST FOS, HE SAYS, "IF WE THINK OF A SHOP, IT'S A FUNNEL. ALL THE DESIGN IS POINTING TOWARDS THE PRODUCT. HERE YOU COME INTO AN ENVIRONMENT WHERE ONE OF THE PART-OBJECTS IS THE PRODUCT." JESSE DORSEY, WHO FOUNDED BOYY WITH WANNASIRI KONGMAN, SAID, "PEOPLE COME INTO THE STORE, AND THEY DON'T KNOW IF IT'S A GALLERY OR THEY CAN BUY SOMETHING. WE WANT PEOPLE IN A STATE OF WONDERMENT. WE WANTED TO CREATE A SANDBOX RESERVED FOR BOYY." THROUGHOUT THE SPACE, THERE ARE EXPLORATIONS OF SCALE AND WEIGHT. A BOYY BAG TEETERS ON A HANGING STRUCTURE, CANTILEVERED BY A RUDIMENTARY PLASTIC BAG FILLED WITH ONIONS. OLIVER KNIGHT OF OK-RM, WHO CREATED THE LARGE-FORMAT BOOK DOCUMENTING THE COLLABORATION, SAID, "WE ZOOMED INTO WHAT GOES INSIDE A PLASTIC BAG, AND WE JUXTAPOSED THEM WITH BOYY PRODUCTS CREATING NEW RELATIONSHIPS." "THE BOOK PROJECT IS LIKE A CHRYSALIS FOR THE IDEAS," EXPLAINS OK-RM'S RORY MCGRATH AND WILL BE THE CENTERPIECE OF THE BOYY EVENT HELD DURING SALONE DEL MOBILE MILANO. BOYY, Via Bagutta 9, Milan 20121