Off-WhiteTM makes an unambiguous statement with a limited-edition release for Milan Design Week.

Off-WhiteTM puts its signature irreverent spin on Milan Design Week with the release of a limited-edition rug that ties back to the brand’s founder, Virgil Abloh, and inspires a visual takeover of its Via Verri flagship store in Milan. Produced exclusively for Milan Design Week — in a finite run of 40 (each with its own numbered label) — the rug weaves together Off-WhiteTM’s history with its current “ON SHELF” collection.

The new limited-edition Off-WhiteTM rug, which spans 170x240 centimeters, retains a floral-traditional pattern, but in this case it is articulated with deep blue color. The deep blue serves as a core element of Off-WhiteTM collections, as does yellow, which is employed to delineate the rug’s statement: “DON’T WALK HERE” in the brand’s recognizable Helvetica font, with a subtle ombré effect.

To celebrate the rug’s release during Milan Design Week, Off-WhiteTM will cover the windows of its Via Verri flagship store with the rug’s distinct motif and create an immersive installation within the store, wrapping its interior from floor to ceiling. The brand will also host live DJ sets in-store on April 17 and 18, extending opening hours to 9pm in honor of the occasion.

Crafted in Germany with a double-layer felt lining, the limited-edition “DON’T WALK HERE” rug retails for 1.250€. It is available exclusively at Off-WhiteTM Milano Verri store, beginning April 15,
2024.