Off-White™ launched in 2013 with a simple yet incendiary premise: “Question Everything.” This year, the brand turns that question inward with “Off-White™ 10×10: Icons Reimagined”, inviting 10 disruptive global creatives to approach 10 of its most recognizable icons as blank canvases – starting points for personal interpretation, experimentation and intentional rebellion. Spanning different disciplines, perspectives and communities, the project replaces fixed rules with individual points of view. The resulting works are not homages, but continuations: new ideas built upon existing codes, opening the Off-White™ archive to transformation and allowing its legacy to evolve through the voices shaping culture today.
“Off-White™ 10×10: Icons Reimagined” culminates in Milan with “IMAGINARY PALACE,” a collective expression of the ideas and processes behind the project. Across 10 individual rooms, final objects coexist with references, materials and environments that reveal the paths leading to their creation. Together with conversations and interactive workshops, the experience invites visitors not only to see the work, but to enter the distinct creative universes behind it.
Throughout the Palace, familiar Off-White™ codes become tools for exploring broader ideas. Renell Medrano turns eyewear into an investigation of looking, being seen and perspective, while Scott Mescudi returns the Out Of Office sneaker to its sporting roots, embracing use, movement and freedom of expression. Ava Nirui transforms the T-shirt into a social platform for identity, belonging and community, and Guillermo Andrade approaches denim as an archive of memory, construction and what came before.
Veneda Carter uses the Meteor to explore the relationship between absence, form and the body, while Yuta Hosokawa reconstructs the hoodie through layers, proportions and traces of its previous identity. Bafic takes Off White™’s founding space between black and white into the realm of lived experience, gathering reflections on what we might tell our younger selves. Raul Lopez shifts the Jitney through scale, shape and perspective, creating a dialogue between its past and possible future. Stéphane Ashpool repositions the familiar codes of the varsity jacket to demonstrate how a change in perspective can transform what we think we know. A$AP Nast reconstructs the clock to question time itself – moving away from how it is measured toward how it is experienced.
Across these different approaches, recurring ideas emerge: memory and transformation, identity and community, perspective and perception, past and future.
10 creatives, 10 icons and 10 interpretations become an exponential dialogue with one another and with an Off-White™ legacy conceived not as something fixed, but as material for what comes next.
“IMAGINARY PALACE” marks a pivotal chapter of a journey that began in New York City in May 2026 and expanded through an immersive two-day residency in Paris in June 2026. The project now comes together in Milan, the physical and spiritual home of Off-White™, for its most complete expression – bringing its objects, ideas, processes and communities together under one roof.
“IMAGINARY PALACE” is on view for the public from September 23–24, 2026, at Via Orobia 13, Milan.