October 7, 2013

Neo palazzo

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Emilio Pucci has opened its most recent flagship store, on the prestigious Avenue Montaigne in Paris. With its striking concept, the new address reflects the brand’s dynamic retail expansion strategy around the world.

Conceived by renowned architect Joseph Dirand together with Creative Director Peter Dundas, the store boasts impressive scale, reprising Pucci’s “Neo Palazzo” concept. The Pucci magic is palpable right from the threshold.

The floor is in two-tone marble, inspired by an emblematic Emilio Pucci print. Soft grey is joined by a more radical purple, subtly enveloping both floors. The silk velvet lined walls create a warm, sophisticated radiance. In the center of the space are two striking vintage 1940s Murano chandeliers, delicately illuminating pieces from the latest collection and setting off the accessories range. The Silk Bar features a colorfully radiant assortment of Pucci’s famed scarves.

The giant façade, with its impressive glass window displays, is emblematic of the brand’s ambitious store opening strategy. Emilio Pucci has seen strong expansion in recent months, from Miami to Osaka to Abu Dhabi. “We’ve had great momentum with our retail strategy in the last two quarters,” says Emilio Pucci Chief Executive Officer Alessandra Carra. “Our expansion will continue to cover both fashion capitals and key emerging markets.”

Paris is the latest in the series of high-profile store openings after the “Neo Palazzo” store concept made its debut in New York in November 2012. Next up are future Emilio Pucci boutiques in Istanbul and Djakarta.

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