www.garde-intl.com MILANO REPORT NOVEMBER 2013 CONTENTS *MaxMara goes block * Project 1 Marella flagship store * Project 2 Marina Rinaldi Flagship store *Project 3 Giada Flagship stores
Max mara goes block With the opening of I Blues at beginning of December, Max Mara Fashion Group will complete the project to concentrate all the brands of the group in a block. Only in the last Month of October the new concept for Marella and Marina Rinaldi flagship stores have opened at ground floor of the mid-century building (propriety of the MMFG) located on corso Vittorio Emanuele 2, joining the other stores of the group, Max Mara, Max & co., Pennyblack. 1. Marella Flagship store Project Overview Marella opened the new flagship store at the end of October; the store occupies the block between the renewal Piazza del Liberty and the Corso Vittorio Emanuele. The about 450sqm store is divided in two floors, the ground floor seems to be dedicated to a big visual area with the window separated by the rest of the retail area by steel framed revolving glass personalized in every season by visual finishes. The first floor is connected with the ground floor by a white marble stairs with a pink trim on edge. The atmosphere is redefined by big led-walls that decorate with graphics and pictures all the space. The real retail area takes place on the first floor with rounded polished copper hangers, perspex shelves, dark oak podiums and light blue velvet armchairs. The cocooning mood is completed by light pink on walls and the mirrors in the accessories area. Project Details 1. Bran: Marella 2. Type of Business: Retail 3. Open Date: 10/2013 4. Location: Corso Vittorio Emanuele, 2, Milan 5. Area: 450sqm
Location Map
2. Marina Rinaldi flagship Project Overview In the same block of the Marella store, Marina Rinaldi, always a MMFG brand, is opening at beginning of october. The store of about 500sqm is divided in three floors. The ground floor is a big opened window on the corner between the Piazza del liberty pedestrian area and the corso Vittorio Emanuele with a big lounge area (big leather sofas marble floor finish patterned heat-treated wooden floors, etc.) and cash desks. With the stairs or the lift, characterized with decorated glasses, you can access to the retail area on the first floor, that is conceived like a elegant modernist Milanese apartment with design pieces (a 1950 s wardrobe, design armchairs and sofas, etc.), cast iron hangers with green marble base displays the product, the ceilings is decorated with Gesso s diamond shapes and and the floor alternates the wood pattern of the ground floor with marble, in rust yellow and green colour. At the basement a big fresco give us the impression to be in a Italian villa s garden. Project Details 1. Brand: Marina Rinaldi 2. Type of Business: Retail 3. Open Date: 10/2013 4. Location: Corso Vittorio Emanuele, 2, Milan 5. Area: 500sqm Location Map
Project Overview 3. Giada Flagship store Monolithic limestone totems and cast bronze pedestals punctuate the interior of this Milanese fashion boutique by architect Claudio Silvestrin. Claudio Silvestrin combined natural materials including leather and different types of stone to give the interior of the Giada store in Milan s Montenapoleone fashion district a luxurious feel. Regimented rows of roughly-hewn limestone columns create a textural backdrop to the clothes, which are hang on geometric metal rails. The changing rooms feature walls and floors made from leather with handles have an antique bronze finish. Project Details 1. Brand: Giada 2. Type of Business: Retail 3. Open Date: 9/2013 4. Location: Via Montenapoleone, 15 5. Area: 1600sqm Location Map