Travel according to Martí Guixé

Crash Baggage, the Venetian brand famous for its “dented” luggage, has opened its In Real Life Shop in Milan at Via Pastrengo 11. Located in the heart of the Isola district, just a short distance from Piazza Gae Aulenti and the Bosco Verticale, the new location reinterprets the world of travel by transforming the mark of imperfection into a narrative of movement, experiences, and journeys taken.

More than just a retail space where customers can discover the brand’s collections, the store will also serve as a hub open to collaborations, presentations, and initiatives dedicated to design, creativity, and travel culture. As founder Francesco Pavia explains: “We believe in the value of face-to-face encounters, the kind that happen when you look someone in the eye. That’s why we were looking for a street-level space where we could truly tell our story.”

The design, by Catalan designer Martí Guixé, translates the journey of a suitcase – even before it’s purchased – into a physical space. The layout draws from the visual language of airport signage and mobility infrastructure, where the motto “Handle without care” encourages travelers to embrace the journey without fear of leaving a mark. These elements are combined with nods to Venice, Crash Baggage’s city of origin, creating a dialogue between local identity and a cosmopolitan dimension. The new Milan location also marks a continuation of its relationship with Pijama, a brand with which Crash Baggage has long shared a bond of friendship and affinity. The two brands will continue to coexist in the same space.