Belgian architect Vincent Van Duysen is the creative mind behind the new Montenapoleone boutique in Milan made specifically for the Italian fashion house Ferragamo. It is defined by its red marble paneling paired together with an alcove that is detailed with ceramic petals. Located in the city's Palazzo Carcassola Grandi, it has historic roots as it was built in the 15th century. Now, it is one of the main locations of the fashion street since its remodel in the 19th century.
Van Duysen states, "With this project, we tried to express a timeless Italianicity that is steeped in Ferragamo's DNA. A sensual theatrical setting, where the scenic screen is luxuriously elevated and used as a backdrop and space-dividing element at the same time. The skillful juxtaposition of modern, essential elements and materials with existing structures such as the columns and the cross vaults creates a pleasing contrast that enhances every feature."
Sensual Luxe Fashion Boutiques
Vincent Van Duysen Designs Ferragamo's Montenapoleone Boutique
Trend Themes
1. Timeless Italianicity - Creating an aesthetic fusion of modern design elements with historic structures to evoke a sense of Italian heritage and timelessness.
2. Sensual Theatrical Setting - Designing immersive retail spaces that blend luxury and drama to enhance the shopping experience through sensory appeal.
3. Luxuriously Elevated Alcoves - Incorporating alcoves adorned with intricate details and premium materials to offer exclusive, intimate spaces for showcasing products.
Industry Implications
1. Fashion Retail - Innovating boutique designs to create more immersive and experiential environments that elevate the luxury shopping experience.
2. Architectural Design - Exploring new approaches to integrating historical elements with contemporary aesthetics in commercial spaces to redefine the concept of luxury architecture.
3. Luxury Branding - Leveraging sensory design elements and sophisticated aesthetics to reinforce brand identity and captivate affluent consumers in the competitive luxury market.