In September, WHITE will mark a new chapter in its evolution with the debut of a section entirely dedicated to accessories brands, located on the first floor of T54, within BASE | via Tortona 54. This new space will serve as a premier destination for discovering shoes, bags, hats, and belts, showcased through a curated selection of contemporary and innovative brands capable of interpreting emerging trends through diverse and complementary languages.
The exhibition layout, designed to highlight the products to their fullest potential, will revolve around the “CLOUD” concept. Light curtains and suspended fabrics will shape a fluid and enveloping environment where elements appear to float in space. The atmosphere will be ethereal, almost suspended, guiding visitors through an immersive and evocative experience where the perception of accessories is enriched by emotion and weightlessness. Soft, diffused lighting will foster a sense of visual continuity, amplifying the feeling of being in a space without defined boundaries.
The exhibition path is designed to encourage an intuitive and dynamic flow, inviting the audience to move freely among the installations and discover every detail through a fresh lens. In this way, each brand will find its own identity within a harmonious context where design and narrative intertwine.
This project merges aesthetic research with a contemporary vision, transforming the exhibition into a delicate and engaging visual story—one capable of leaving a lasting impression and redefining how accessories are presented and perceived.
WHITE Box
is the new section of WHITE, located in via Tortona 54. Conceived as a dynamic and contemporary space, it represents a meeting point for creativity, innovation, and emerging trends, hosting a wide selection of urban, streetwear, and denim apparel and accessories. Here, emerging brands and established names engage in a dialogue, creating an environment that captures the most authentic spirit of contemporary fashion.The project was created with the aim of enhancing innovative stylistic languages and attracting a qualified audience of industry professionals, offering an experience that goes beyond the traditional concept of a trade fair.
WHITE Box is envisioned as a fluid space where product, culture, and community intersect, generating new opportunities for visibility and connection.
The real innovation of this section lies in its openness to the public: while maintaining its B2B nature – providing networking and business opportunities for buyers and industry professionals—WHITE Box will also be accessible to end consumers. This dual dimension, B2B and B2C, transforms the area into a contemporary hub where visitors can not only discover collections but also purchase them and engage directly with brands. an innovative format that expands the scope of the trade show and responds to the evolving needs of both the market and its audience.