For Roberto Cavalli and Staff International
Just Cavalli Store Milan
A challenge for the Just Cavalli store in Milan was to design a new concept for the second line of the Roberto Cavalli brand for ta big relaunch after the license was bought by Renzo Rosso’s Staff International conglomerate.
An even bigger challenge was to launch the new concept in a large and important location in front of via Montenapoleone in Milan and in a very short period of time as the grand opening date had to happen with the fashion show to boost the relaunch of the brand.
The location for the new store was composed in part by a former art gallery, office spaces and theatre storage spaces. The new store tied all these spaces together and resulted in a 600 Sq mt flagship with a new clients staircase, a panoramic elevator and a service staircase, which implied alterations with structural works and heritage consent for the store was part of a listed building.
The new Just Cavalli store design originated from a very simple brief and by a concept based on layering in and interpreting the quircky and playful elements from the immagination and creative direction of the Roberto Cavalli world. The new staircase features a backlit iconic animalier fabric which was covered in glass and polished stainless steel and flanked by a panoramic elevator. The VIP room is open and is clad in burnt wooden panelling. The seating recall the ancient rugs stores of Istanbul, with the iconic fabrics tied together to form 2 seater sofas and stools.
The store opened with a huge party with Radio DJ and Sharon Stone among many other guests. The same store concept was used for international roll out in cities like New York – Soho, Paris, Dubai, Tokyo and Londond and it is still in use today.