New Store Concept in Milan

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Gucci Unveils New Store Concept In Milan to Showcase Alessandro Michele’s First Collection

Gucci unveils the new store design concept by creative director Alessandro Michele that will showcase his first collections for fall/winter 2015-16.

Gucci’s flagship store in Via Montenapoleone, Milan, is the first of the house’s global network of boutiques to be redesigned and sets the tone for the new brand retail environment.

With a look that invites customers to feel welcome and relaxed, the architecture and interior design is discreet. Soft elements like velvet armchairs offset harder surfaces and industrial elements, such as rivets.
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Contemporary luxury is suggested not only by the employment of beautiful and idiosyncratic materials, but also through a determinedly spare use of space. In keeping with the elegant and contemporary eclecticism that characterises Gucci’s new collections, the store sees the combination of traditional and modern, industrial and romantic.

‘Today, we live in a world of contrasts and it is this that makes life interesting,’ says Alessandro Michele. ‘The new store design not only brings together diverse elements, blurring the lines between the traditional and the contemporary, but also allows the clothes and accessories to speak for themselves.’

Contrasting merchandising elements represent different design codes, combining to create curiosity, inviting customers to feel like they are constantly discovering new aspects of the store.
This journey is mirrored in the fact that travel is a central theme of the new store design, referencing the history of the house, specifically through the use of the aesthetic codes of luggage, and the trunk in particular, to create decorative elements.

“The new store design is one of the key ways in which we are communicating Gucci's new identity and it is not by chance that we are showcasing this at our Milan Montenapoleone flagship store, coinciding with the start of Milan Women’s Fashion Week.” said Marco Bizzarri, GUCCI President & CEO. “The new contemporary vision for the brand is now clearly beginning to come to life across multiple touch-points: Alessandro’s new collections, new advertising campaigns, new store windows, new packaging and now a brand new store concept. We could not be more proud of what we have been able to accomplish so far, as we move to implement our new business strategy.”
The mood within the store is one of discretion, where understated drama is created by the surprising and unexpected combination of materials. Marble polychrome inlays produce decorative three-dimensional effects on the floors, while being harmoniously integrated with functional cement. Juxtaposition of this sort, where opposites forge a new connection, is repeated throughout: technical, mechanical display units contrast with the softness of the rich fabrics that adorn the rooms; metal plates with a burnished geometric pattern sit alongside carpets in cherry red and peacock blue; round tables offset rectangular ones; varnished iron wall finishes complement marble staircases and dark grey matelassé or pale pink velvets, used for upholstery and fitting rooms. Throughout the store one finds sumptuous chairs, while vintage oriental rugs are layered over each other for a textured effect.
The result is a space that entices, surprises and feels personal to Gucci. Moreover, as the look is translated to other stores, each new iteration will be unique and specially suited to its respective locations.

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