E 'part of a chain of stores that will be opened 22 worldwide, including four already opened in China, Middle East, Russia, the shop "Who's Who Milano" drawn by Fabio Novembrethat attempts to bring customers as close as possible to their true identities.
The characteristics of these stores are a number of male and female silhouettes, translucent, which extend towards each other and a wall swaying of processed steel that reflects a distorted image of themselves and reality. The architect Fabio Novembre explains:
"Only the spark of love can light the flame of creation. we like to say that the name Who's Who refers to the search of an identity, for the constant
lean toward something that is not the self. "