Flagship Store: Versace

When one thinks of Versace, images of 90s runways, Miami and elegant supermodels come to mind. In exploring these initial conjuring, we decided there would be no better way to re-introduce Versace to Milan than by paying homage to this era. In the 80s and 90s, Gianni Versace defined the brand through bold prints, exciting silhouettes and over-the-top excess that polarized fashion lovers. From the initial point of studying runways and campaigns from Gianni’s era as creative director, we decided on a bold color palette of primary colors and, of course, gold – showcased through quintessentially Italian materials such as marble and travertine. When it came to the store's layout, we wanted the experience to be immersive. Upon entry, clientele are welcomed by an ever-changing display or iconic archival runway pieces – which develops even more exclusively for VIP clientele in the private changing room. Practically speaking, we made sure to keep the changing rooms and shoe area at the back of the store for privacy, with RTW closer to the entrance for the highest footfall.