Versace Jeans flagship store

Milan, 2011

The project defines the general concept of the new V. Jeans flagship stores worldwide, in which the philosophy of the casual brand and its creativity and color become a lively mix, rich in energy and light.
The concept sets the following objectives:
- imagine the shop as a collective space
that uses the city as a reservoir of vital energy
- activate a spontaneous process that catalyzes through empathy, compatibility, sharing of objectives, passions and interests.
- define a complex and stratified space, in which experiences are condensed into an emotional and imaginative dimension;
- discover the sensorial vitality of things, materials, images, sound and their relationships;
The space becomes:
- multiple, made out of different distinct and interpenetrated environments;
- modular, measured on the possible display and compositional flexibility;
- flexible, imagined for continuous modification and evolution;
- convivial, organized for entertainment, expression of vital and cultural energies.

Architects: AAAA quattroassociati
con Ismaele Marrone