Plan C Frame

Reading Room x Plan C Frame

Starting today, Reading Room is also part of Milan’s brand-new Plan C Frame store, a space where fashion, design and culture intertwine. Our magazine selection inhabits the striking red spiral staircase at the heart of the store, becoming an integral element of the Plan C experience. Beyond the dedicated corner, Reading Room will curate events, presentations and editorial launches, creating new opportunities to gather and explore the world of contemporary publishing.

Via Alessandro Manzoni 21, Milan / Planc C Frame Instagram

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Plan C opens its first store in Milan, its hometown, on the central Via Manzoni.

Called Plan C Frame, the flagship introduces a new concept developed by Creative Director Carolina Castiglioni in collaboration with the creative platform April and Milan-based architecture studio (AB)NORMAL.

Designed around the idea of transformability and flexibility, the two-story store features a modular structure that can be easily reconfigured to host pop-ups and special events.

A sequence of distinct spaces—each defined by a tailored selection of materials and colors—showcases Plan C’s collections alongside a curated range of products from other brands across fashion, design and lifestyle. Selected by Carolina Castiglioni, these brands will have the opportunity to host dedicated pop-ups, adding energy to the space and fostering a creative exchange with Plan C.

“When we began designing the new concept, the goal was to create a vibrant space, easy to transform and open to different projects,” explains Carolina Castiglioni. “The choice of materials and colors perfectly reflects the brand’s image, yet avoids being self-referential. With Plan C Frame, I believe we have the opportunity to challenge the traditional retail format and offer a different shopping experience—one that is more engaging and exciting, feeding not only the appetite for clothes and accessories but also for art and culture.”

While the flagship will host art exhibitions curated by a special guest, a striking red metal spiral staircase will feature on its shelves a selection of independent magazines. This area will be managed by Milan’s own magazine hub, Reading Room, which will also organize events and editorial launches.

Geometric spaces—combining curved and squared lines—define the first floor, characterized by round skylights in the ceiling. Alongside Plan C’s clothing and accessories, this floor hosts the first retail space of jewelry brand Aliita, which celebrates its 10th anniversary this year. Painted in light green to create a captivating contrast with the burgundy central table, the shop-in-shop welcomes guests through a circular portal that symbolizes the dreamlike atmosphere of the space, where the brand’s colorful, playful jewels are displayed in an immersive setting with a wall of rotating niches full of surprises.

“We are thrilled to inaugurate our first retail space in Milan within the Plan C store,” comments Cynthia Vilchez Castiglioni, Aliita’s Founder and Creative Director. “It is a special and welcoming environment, designed with love and care to give guests the opportunity to immerse themselves in the world of Aliita: colorful, playful and fun.”

The iconic red spiral staircase leads down to the basement, decorated with yellow carpeting and metallic walls with modular, adjustable displays. This area will feature archival pieces and special art exhibitions.

Coinciding with the opening of the flagship store, Plan C also presents a capsule of candles and vases developed in collaboration with Belgian specialist Serax, also known for the Valerie Objects design line, available exclusively at the brand’s store. The boutique will also offer a selection of gifts from various brands.

About Plan C

Plan C is a contemporary fashion brand launched in 2018 by Carolina Castiglioni—daughter of Marni founders Gianni and Consuelo Castiglioni—together with her father Gianni and her brother Giovanni. Building on a rich heritage of creativity and innovation, Plan C embodies a distinctive vision that blends a sophisticated aesthetic with playful details. The brand is renowned for its bold use of color, graphic prints, and unexpected material combinations, creating a unique and recognizable visual language.

Plan C’s collections propose a thoughtful wardrobe for the modern woman, characterized by oversized silhouettes, clean lines, and a mix of masculine and feminine elements. The brand reflects Carolina’s personal style and artistic sensibility, often incorporating her passion for art and design into the collections. Committed to high-quality production, Plan C garments are made in Italy with attention to detail and luxury finishes.