Milan as a new meeting point, for a month, between FRAU and those who choose, live, and carry their shoes with them. From October 2 to 30, the Italian footwear brand opens its first Milanese pop-up store in Via dei Mercanti 8, every day from 12 to 7:30 pm, with the Fall/Winter 2026-27 collection dedicated to men and women.
From October 2 to 30, at Via dei Mercanti 8, the Italian footwear brand brings the Fall/Winter 2026-27 collection for men and women to the heart of the city.
The temporary retail project revolves around “The Stories We Walk”, a concept that focuses on the relationship between shoes and the stories of those who wear them. A narrative that in the Milanese space also becomes participatory, through the question “What story do you wear?”. The answer comes from a board where, throughout the duration of the pop-up, visitors and customers can leave a memory, a thought, or a story.
For FRAU, it is a new stage and, above all, a debut: for the first time, the brand opens a retail space in Milan under its own name, bringing its collection to the heart of the city and turning the pop-up into a place where shoes become the starting point to tell the story of those who wear them. 
