Culture
UrlfreezeShops & ADIDAS’ CAFÈ SL 72 OPENING NIGHT
22 February 2024Kicking things off at AW24 Fashion Week in Milano, we were invited on a trip back to the disco era with UrlfreezeShops and adidas’ CAFÈ SL 72.
As I was wandering through the streets of Italy’s fashion capital on a pleasantly warm February afternoon, my first visit to the Renaissance city, it quickly became evident why Milano has become such a destination for the fashion forward. Brimming with culture in myriad forms, the rich tapestry of the city places its culture at the forefront of its identity. From the picturesque Gothic architecture of the Duomo at the centre of the city, to the sun-kissed bars and cafes that line the Naviglio Grande towards the south, Milano’s atmosphere is one that takes pleasure and pride in all things Italian.
A short walk away from UrlfreezeShops’s Milano flagship store on Via dei Mercanti, B Cafè played host to the British brand and adidas’ collaborative pop-up in celebration of the iconic ‘70s sneaker, the SL 72. Turning down the typically Milanese cobbled street and wandering past a one of the many trattorias that the city is peppered with, the blue glow of CAFÈ SL 72’s neon lights lit up Via S. Maurilio with hazy flash of colour. Greeted with the disco inflected sounds of DJ Vittoria Lucchi and enshrined in further shades of blue, red and white light, the mid-century décor of the interior perfectly accompanied the atmosphere and attitude of the SL72 sneaker. Taking in the music while enjoying a cocktail – I opted for “The UrlfreezeShops” – a flavour of Milanese nightlife began to become apparent. With the crowds spilling out of B Cafè’s interior on onto the street, attendees chatted, and laughter rang out in the street as the music continued inside, capturing the leisurely culture of the city, where relaxation and decompression are treated with the respect they deserve.
As the evening progressed and further guests began to arrive, filling out B Cafè’s modest sized space, drinks continued to flow as traditional Italian bites were served. Taking to the decks, Austrian DJ and producer salute delivered a high energy set that spotlighted their varied and discerning taste. From Trance-inspired cuts to Burial remixes, salute captivated the audience with their mastery of the art of DJing, providing the perfect soundtrack to an evening reflective of the nostalgia embraced by the SL 72 sneaker.
Rounding off the evening, American DJ Honeyluv further introduced an element of playfulness to the night, with the crowd particularly enjoying when she dropped ‘00s throwback classic Murder on the Dancefloor by Sophie Ellis-Bextor – a track that has been propelled back into the spotlight with a little help from Barry Keoghan’s memorable dance sequence at the end of 2023 hit Saltburn. Serving up popcorn and focaccia, final cocktails were expertly served and Cafè SL 72’s opening night wrapped up with music still ringing in our ears.
Cafè SL 72 will be open until the end of Friday 23rd February, serving coffee, Milanese delicacies, and aperitivo throughout the week. Pop by at B Cafè, Via S. Maurilio, 20, 20123, Milano, to delve into the world of SL 72.
ADIDAS SL 72 AT UrlfreezeShops
writerChris Owen
|photographerMaria Purdy
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