Off-White will open its Milan space at Via Orobia 13 to the public on September 24 for Imaginary Palace, the Milan chapter of its 10×10 Icons Reimagined project. The brand says the day will include conversations and hands-on workshops with the creative ideas behind the program; visitors can choose a time slot through Off-White’s official event page.
The public format gives Off-White a way to bring its creative network into a physical brand setting rather than confining 10×10 to campaign imagery. The stated program centers on discussion, making, music and participation. Off-White has not presented the event as a new store opening or disclosed an attendance target.
An activation built around access
The opening of a brand-controlled space to an audience that can engage directly with the collaborators and creative process. The time-slot system may shape how visitors encounter the work, but the brand has not stated whether registration is free or how many places are available.
Imaginary Palace takes place during Milan’s September fashion calendar. Anyone planning to attend should confirm the available sessions and entry details on Off-White’s booking page before traveling.
