Crash Baggage, In Real Life
Via Pastrengo 11, Milano
With In Real Life, the brand brings its approach to travel into a new space on Via Pastrengo, extending its identity beyond the product and into a place for encounters, creativity and exchange.
Travel is an experience shaped by movement, waiting and the places we pass through, where objects become part of a journey long before they reach their destination. This is the starting point for In Real Life, the new Milanese space by Crash Baggage, designed by Martí Guixé and located at Via Pastrengo 11. Officially opened on 24 September 2026, the space marks a new chapter for the brand, translating its distinctive approach to travel into a physical environment that brings together retail, design and cultural exchange. Founded in 2013 in Mira, near Venice, Crash Baggage has built its identity around an unconventional idea: luggage designed with dents already in place, as though it had already travelled the world.
The concept, summed up in the expression “Handle without care”, challenges the expectation that objects should remain untouched, inviting a more relaxed relationship with the marks and imperfections that accompany everyday life. With In Real Life, this philosophy moves beyond the suitcase itself and becomes a spatial experience, exploring the broader systems and rituals that shape contemporary mobility.
Francesco Pavia © Alessandro Mitola
The project by Martí Guixé draws inspiration from the journey that luggage undertakes before it reaches its owner, passing through factories, logistics networks, airports and other infrastructures of movement. These operational environments, with their codes, sequences and functional elements, inform the space’s visual language, alongside references to Venice, the city where the brand’s story began. Guixé’s approach translates the practical and often overlooked dimensions of travel into an environment that reflects the brand’s attitude while giving it a new form of expression. As the designer explains, Crash Baggage transports not only objects, but also an aura, and In Real Life is the place where that attitude takes shape.
For founder Francesco Pavia, the intention was to find a street-level space that felt authentic, already lived in, energetic and welcoming, a place designed for face-to-face encounters. The new address is therefore conceived as an open setting for meetings, collaborations, presentations and initiatives connected to design, creativity and the culture of travel. Alongside Crash Baggage, Pijama continues to share the address, retaining its own dedicated area and contributing to the space’s identity as a place where different creative perspectives can coexist.
© Alessandro Mitola
With a practice spanning interior and industrial design, product systems and lifestyles, Martí Guixé approaches the project as an extension of the brand’s way of thinking rather than as a conventional retail environment. In Real Life brings together the practical dimension of a store and the more open role of a meeting place, reflecting a broader shift in how brands engage with their audiences through physical spaces. In Milan, a city where design culture is closely connected to experimentation and exchange, Crash Baggage creates an environment in which its philosophy can be experienced beyond the objects themselves, becoming part of a wider conversation about movement, creativity and contemporary ways of living.
Iscriviti alla nostra newsletter
