London, July 11th, 2011.  Stella McCartney opens her first store in Rome, located in the heart of the city’s shopping district on Via Borgognona, just off Piazza di Spagna. The designer’s second freestanding store in Italy after Milan, houses the Stella McCartney collections using simple and natural materials contrasted by sculptural details illustrating her signature style combination of sharpness and femininity while also reflecting an intimate, personal and architectural atmosphere.

The 100 square meter store welcomes you to the Stella McCartney world through an elegant brass framed archway set against the landmark building’s original stone façade complimented by two large display windows on each. Inside the gallery of the store, the bespoke sustainable oak parquet floor in a traditional herringbone pattern designed by Raw Edges for Established & Sons; in a color palette of plums, pale pinks, blush, nudes and taupe, guiding the customer throughout the store.

The Stella McCartney ready-to-wear collections are hung on an array of flowing white steel sculptural fixtures on pale gray textured Venetian plastered walls, while accessories are displayed on geometric shaped ceramic tile cubes lined in organic wool felt. At the right of the store’s entrance, eveningwear is housed on brass rails and accented by a brass petal sculpture while jewelry is encased in a mirrored display box that plays on the refection of the patterned floor. The Kids collection is playfully displayed in a fun customized kids area toward the rear of the shop which subtly merges into a fitting room area marked by an array of neutral tones on maple punctuated with warm red, azure turquoise and deep rich flannel gray; timber paneling adds traditional detail.

The store will carry the brand’s luxury women’s ready-to-wear, shoes, bags, sunglasses, lingerie, and the new Kids collection.  A private wardrobe service will also be offered to clients.  In addition, to celebrate the opening of the Rome store, Stella McCartney has designed an exclusive version of her falabella tote in a shaggy dear light gray that will retail for 765 euro and only available in the new store.

Stella McCartney launched her own fashion house under her name in 2001 in a joint venture with Gucci Group. (now PPR Luxury Group) A lifelong vegetarian, Stella McCartney does not use any leather or fur in her designs. The brand’s luxury women’s ready-to-wear, accessories, lingerie, beauty and performance range with adidas are available through 13 freestanding stores including London, New York, Los Angeles, Tokyo, Hong Kong, Paris and Milan as well around 600 wholesale accounts in key cities worldwide.

 

STORE FACT SHEET

LOCATION        Stella McCartney

Via Borgognona, 6

Rome Italy 00187

T :  +39 06 69190779

www.stellamccartney.com

STORE HOURS          Monday to Saturday

10am to 7pm

RETAIL SPACE         100 square meters

LINES CARRIED        Ready to wear

Accessories

Lingerie

Fragrances

Adidas by Stella McCartney

Kids

FEATURES        Parquet flooring in 8 different color shades by Raw Edges

for Established & Sons

Pale gray Venetian plastered walls

Hand glazed ceramic rhombus tiles

Colorful Eco-friendly felt cubes

Recessed ceramic tiled shelving

Plinths made out of ceramic tiles on the outside and felt on the inside used to display folded items and accessories

Changing rooms with wood paneling

MATERIALS       Brass

Powder coated finished steel in white

FSC approved sustainable oak

Ceramic tiles

100% organic wool felt

Bronze wall hooks

Wool carpet

 

ARCHITECTS      APA (London)