The newly-opened flagship and showroom is located in Via Durini 11 and is dedicated to the brand’s Home line in Milan.
Occupying an area of 5,400sq ft, the newly-launched store has been designed by Vudafieri Saverino Partners, an exceptionally well-known company within fashion circles, credited with designing concept stores for brands including Buccellati, Tod’s, Roger Vivier, Moschino, Emilio Pucci and Jimmy Choo.
The facade of the store is interspersed with monumental Ionic columns, with statues sat on the that represent the arts. At the entrance, LED lights illuminate an imposing flight of stairs, framed by mega-screens and video walls. The store is intended to look like a real home, with an entrance hall, a dining room, long corridors and a master suite comprising a bedroom and a sitting room, and even includes a garden, which is hidden upon entrance.
The flagship introduces the first furniture designs created in partnership with Luxury Living, part of Lifestyle Design Group, a licensing agreement inked last fall. “Via Durini is the Via Montenapoleone of furniture, and, although it’s just a soft opening now, Design Week is a fitting moment to present the new store and the new collection,” said Brenda Basso, Vice President Versace Home Licensing.
Versace is planning to further expand its home line, previously manufactured internally, with the new license. Under this agreement, Versace is introducing three key designs in the store — the Venus armchair, the Goddess sofa and the Stiletto cabinet.
