NOE9 Interiors + Architecture

Project designed for the contemporary hat brand JUST, the installation was created for the Pitti Uomo 107 edition in January 2025 – the international benchmark for men's fashion and lifestyle held biannually in Florence.
JUST is a distinctive fashion label that reinvents the world of headwear with a playful, customisable approach. The brand's signature lies in its personalised Velcro system, which allows wearers to attach and remove embroidered patches—miniature works of art designed by a fashion illustrator and artist.
The concept for the exhibition stand extended from this creative DNA. Rather than focusing solely on a single product, the design celebrated JUST’s spirit of adaptability and visual experimentation. The space incorporated elements borrowed from mountain environments – such as climbing ropes, metallic hooks, and outdoor textures – to create a dynamic display system for the new Mountain Hat, the Balaclava, among other key pieces.
Structured yet fluid, the stand invited visitors to explore the brand’s identity through tactile and visual layers – much like how JUST invites its customers to curate their own look, one patch at a time.