Fashion designer Carolina Castiglioni, founder of the luxury women's clothing and accessories brand Plan C, has expanded her brand's presence in Milan with the launch of Plan C Frame, an innovative concept store that combines retail with cultural experiences. The new venue introduces a multi-layered shopping environment where visitors can explore Plan C's signature women's fashion collections alongside jewelry, home goods, publications, and rotating art exhibitions all housed under one roof.

The store's design centers around a striking red spiral staircase that serves as both a visual focal point and functional element, leading customers to the Reading Room on the upper level. This carefully curated space brings together contemporary magazines covering fashion, design, art, and culture, creating an intellectual retreat within the retail environment. The bold architectural choice reflects Plan C's distinctive aesthetic philosophy of combining masculine and feminine design elements.

The opening of Plan C Frame has also facilitated several new creative partnerships and collaborations. Jewelry brand Aliita, which was established ten years ago, has opened its first dedicated retail space within the Frame store, providing an intimate setting to showcase its colorful and playful jewelry designs. Additionally, Plan C has launched Plan C Silos, a new home goods collection developed in partnership with Belgian design company Serax, making its exclusive debut at the Milan location. This collection features vases and candles inspired by industrial storage structures, translating Plan C's bold design language into items for the home.

Art plays a central role in the store's cultural mission, with the inaugural exhibition featuring works by renowned illustrator and visual storyteller Christoph Niemann. Known for his clever ink drawings and cover illustrations for The New Yorker magazine, Niemann is presenting original artworks, prints, and limited editions that showcase his unique ability to transform everyday moments into deeper reflections on human perception and meaning.

Plan C was established in 2018 by Carolina Castiglioni following a decade of project development at Marni, her family's fashion house. The brand has built its reputation on a distinctive blend of masculine and feminine design codes, expressive use of color, and innovative experimentation with materials and textures. Operating from the historic location of Castiglioni's great-grandmother's fur atelier, Plan C focuses on creating durable, long-lasting garments designed for women with strong, independent identities. With distribution networks spanning leading international retailers and flagship stores in Tokyo, the Milan Frame location represents Plan C's evolution into a platform that extends well beyond traditional clothing retail into the broader realms of design and culture.