ABC MANNEQUINS @ EXCELSIOR _ MILAN


A unique and unforgettable setting for Excelsior in Milan, the most prestigious and alternative store concept in the fashion capital. The new, impressive and elegant building complex in Milan - due to renew the shopping experience and the lifestyle concept – has chosen ABC company (the Italian Group Leader in mannequins’ production and distribution for 50 years) in order to make the building retail spaces much more unique. With their expertise in setting up shopwindows and environments with a high design content and creativity for the flagship brands of the international fashion scene, and now with initiatives and projects of high artistic and cultural impact, ABC has cooperated with Joanne Tan - Moschino Visual Merchandiser - and Gian Andrea Bonomini - Global Store Image Manager for Coin - in order to develop an elegant and innovative image with a strong identity.

Our Company 

ABC Manichini was born from the passion for elegance, luxury and beauty. The objective is to improve the image of shops by creating a perfect harmony between the beauty of the product on show and everything that surrounds it, in order to create in the customer the desire to enter and buy.

The utmost importance is given to the mannequin with the responsibility of drawing attention to itself, thanks to the window display, and it becomes the primary means of achieving the success of a product and of those who present it. 

It was in 1963 that Silvano Besana, the current President, after acquiring some experience in the commercial sector in a mannequin manufacturing company, founded in a few square meters what was to become one of the world leaders in the creation, production and sale of articles for point of sale, specializing in the clothing sector: the SOCIETA’ ITALIANA ABC Srl. 

With this heritage, the company concentrates on the creation of articles perfected to the smallest detail and on their development, keeping abreast of the needs of a market that is constantly on the search for innovations.

Substantial investments are made in the creativity of the product and the image of the company: the creative centre, the factory, the showroom. The resulting collections of sophisticated taste and technically functional products are able to meet the most demanding requirements of the best international clients.

These are the bases that gave the impetus to ABC to grow and to become a visible and stable reality on international markets, where it has been able to take its place among the most important producers in the sector.

Today, it is in 12,000 m2 of facilities that it seriously addresses the absolute need to achieve its product in respect of the environment and of Community rules in the field of prevention, using 100% recyclable components.This continuous search for new materials, investment in production systems and in the amplification of infrastructures ensures that we always come up with an up-to- the-minute product.

ABC Manichini is a clear example of Made in Italy. It is a blend of the oldest school of craft and the most modern design. 

Its structure is founded on its creative centre, a real “Warholian factory” which, on one hand concentrates on conceiving, sculpting, modelling, painting and decorating the raw materials necessary for building new product lines. On the other hand, with the production department, it researches and develops new techniques for using recyclable materials which will have zero impact on the environment, in accordance with international regulations. 

For many years we have breathed the air of creativity in this company. In this context, in 2009, Studio 51/53 saw the light of day.  It’s a company that produces video/communication and theatre TV in which artists of international standing have already been hosted.

Thanks to this blend of activities, the ABC Mannequin comes alive in various events all over the globe, taking on an increasingly active role in the cultural life of the major cities of the world, including: 

MILAN: artistic installations in Corso Como; in Fashion Week at Nhow Hotel and in the FuoriSalone del Mobile in Tortona area; in Vogue Fashion Night Out in the Brera district; in Night Geo Session in partnership with National Geographic in Galleria Vittorio Emanuele and in the prestigious showcases of Milan Fashion. 

LONDON: used to participate in and then win the Visual Merchandising and Display Awards 2010/11; prominent in the window displays of world famous stores such as Harrods, Liberty and Debenhams.

NEW YORK: it has earned its place in the windows of 5th Avenue from Lord & Taylor’s Fashion’s Night Out event; it also regularly participates in the NADI Retail Design Collective. 

It is evident that the activities of ABC Mannequins is based on some Key words, notably  Environment, Art, Culture, Communication and Design, offering a product that is always in pole position and that sends out clear signals as to its values. 

In short, we have given our mannequins their soul, we will give their prestige to you.