V. Jeans flagship store
Milan, Italy
2011
Invited competition
The design defines the general concept for the Flagship store of Versace Jeans, a casually vibrant, energetic and dazzling version of the V. brand's renowned mix of creativity and color.
In order to successfully convey and translate Versace Jeans' philosophy, the design concept is aimed at:
- projecting the store as a collective space that draws its vital energy from the city itself
- activating a spontaneous catalyzing process based on empathy, compatibility, and shared goals, passions and interests.
- defining a layered and diverse space where experience is shaped by an emotional and imaginative process;
- triggering the sensory vitality of things, materials, images, sound and their relations.
The resulting Flagship Store will be:
- diverse ‒ it includes several separate and connected spaces
- modular ‒ it easily adapts to a wide range of display and composition requirements;
- flexible ‒ it is designed for constant change and evolution;
- social ‒ it is organized to entertain and to channel vital and cultural energies.
client: Versace s.p.a.
design: Quattroassociati
with: Ismaele Marrone, architect