STELLA MCCARTNEY STORE OPENS IN ROME
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
STORE HOURS Monday to Saturday
10am to 7pm
RETAIL SPACE 100 square meters
LINES CARRIED Ready to wear
Adidas by Stella McCartney
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
Powder coated finished steel in white
FSC approved sustainable oak
100% organic wool felt
Bronze wall hooks
ARCHITECTS APA (London)